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Author: Stacey Feeney

Handling negative comments Handling negative comments

Handling Negative Comments on Social Media

Written by Stacey Feeney on . Posted in All Articles, Marketing.

Handling negative comments on social media is as important for managing your online reputation as social media is key in marketing your apartment community. Social media is great for leveraging leasing incentives, showcasing available units, or promoting upcoming events. But how and when to respond to mean, rude, or upset comments is an even more important factor. Respond too quickly to a disgruntled commenter and you risk not having enough information or too much emotion. Respond too slowly and your social media audience will critique you for being—you guessed it—unresponsive. Social media is a great tool, but sometimes good things can go bad. Keep things on the sunny side with a few extra tips.

Let’s go over the right steps to take when handling negative comments on social media:

Before Handling Negative Comments

It’s Not Fight or Flight

Take a deep breath and calm your nervous system.

Know Your Audience

Is this person a resident, applicant, or not attached to the community? Know where they are in the “funnel” so you can address the problems in the right way. 

If it’s an internet troll (someone who is there to just disrupt your business and harass your company) take the appropriate steps. Report or flag the comment and block the account for bullying/harassment. Let the social media “police” take it from there.

Don’t Take it Personally

You represent a brand, not your person, on this social media account

Do Your Research

Ask your colleagues or manager if this problem has come up before. How has it been addressed? Quickly email your coworkers to find out if it’s been addressed or is in the process of being addressed so you can give those details (or some of those details) to the commenter.

 

While Handling Negative Comments

Apologize

That’s if you’re aware you did something wrong. Or if they’re upset. Sometimes a simple “I’m sorry this happened” can diffuse the situation and make the commenter feel heard.

 

Customer Service to the Rescue

Just responding through a comment shows off your best customer service through visibility and kindness. When you are responding, lay out the steps you’ll take to address it, even if it’s a simple: “I’m going to check in with our manager to make sure this never happens again.”

 

Get in Touch

Give the commenter a contact method off of social media: a phone number or email so they can take steps to contact you a different way. Be expecting that call or email so you can respond immediately and continue to fix the problem.

 

Ask Questions

Saying “when did this happen?” can be helpful in determining whether it needs to be fixed right away, is a recurring problem, or has just come to light recently. This will help you address the problem appropriately. It also gives the commenter the idea (which should be correct) that you’re actively working to find a solution.

 

Freebies

If the situation calls for it, give the dog a bone—offer a rent credit or a free gift by way of apology. For example, you can give the resident a gift card to a local coffee shop, and tell them that the coffee is on you! If an apology + $5 or $10 can keep a resident happy, do it.

After Handling Negative Comments

Follow Up if Necessary

Check back in with the commenter via DM, or if you have their contact info, take the opportunity to follow up within a week or two of the resolution

 

Investigate

Put your detective glasses on. Look into the root of the issue that was brought up so it won’t be a recurring problem.

 

Move On

Know that once you’ve done your best, there’s nothing more you can do. Hopefully all these steps helped resolve the issue, but sleep easy knowing that some people can’t be pleased!

 

Extra Tips on Social Media Reputation Management

If you’re struggling on social (even beyond negative comments), use zipcode to help you craft your feed to keep it light and breezy, with plenty of lead generation. Social graphics and social posts are our jam. If you’re not on social media, jump in! (It’s not as scary as we made it sound.) It’s actually a lot of cute animals and entertaining videos–speaking of which, check out our blog on creating videos that will be a hit on your social media.

Still need a few extra tips on social media reputation management? We got you.

Have responses in your notes section, with some customizable areas. Double check that everything is correct before you post it. This can help you have “go to” phrases that will make your response faster, while giving you a semi-scripted way to address the problem (removing emotion a bit, is always helpful–while still allowing some empathy to come through.)

Post regularly. Don’t be an absentee social media account. This will keep your audience coming back to see what else may be going on–whether it’s a resident event or a new lease incentive. If you’re having trouble figuring out what to post, create a social calendar, and schedule it out using graphics or photos straight from zipcode creative!

How to Use TikTok to Your Advantage in Apartment Marketing

Written by Stacey Feeney on . Posted in All Articles, Marketing. 1 Comment on How to Use TikTok to Your Advantage in Apartment Marketing

Tap into existing real estate trends to promote your community on this booming social platform, TikTok.

While marketing on social media channels like Facebook and Instagram has become the norm for multifamily communities, it’s important to not just do what you know works—but to explore new platforms to expand your audiences. 

TikTok is one of the fastest-growing social media platforms, with 1 billion active users as of January 2022. Over 150 million videos are streamed per minute, making it a practical way for you to expand your content creation and make a name for yourself on a new platform. It’s also a strategic area of expansion for multifamily communities. With 40% of renters under the age of 35, targeting a young Millenials and Gen Z demographic is vital to leasing up faster and generating buzz about your apartments. Nearly half of TikTok users are between the age of 20-39, giving you a practical place to better connect with your target market. 

TikTok is already chock-full of real estate trends, so there’s an ongoing conversation that you can easily insert yourself into instead of starting from scratch. Try jumping into these existing categories to speak to a younger demographic and expand your audience on this new, popular platform.

Apartment Tours

Property tours have taken off in popularity on TikTok. Accounts like @aarongrushowhomes showcase luxury properties and give people an up-close-and-personal look at how the other half live. But it’s not a trend reserved exclusively for multi-million dollar properties. Use TikTok as an opportunity to show off your available apartments, creating a dynamic and exciting way to view a community that goes beyond looking at listing photos online. That way, you clean lease-up faster and reach an even larger audience for a win-win approach.

Show not only empty, available units, but consider giving a tour of your staged model units, too. That way, your audience will get the full experience of what it could be like to live in your community, understand all of the decor and layout possibilities, and better be able to envision themselves in the space. 

 

Inside Your Amenities 

When it comes to virtual tours on TikTok, don’t just stop at your apartment units. Instead, start giving the inside scoop on your amenity spaces, too. From your resort-style pool, sundeck, and grilling areas to the top-of-the-line gym, it’s your time to show off! Consider creating an entire amenity series, and show a different area of your property each week. Viewers will start to expect and look forward to your content, which can help generate buzz about your community. 

 

Tips & Tricks

On TikTok, it’s common for people to follow experts in their field to learn more about a certain subject or for advice or insights in certain areas. TikTok-famous veterinarians, fashion designers, and other subject matter experts have amassed huge followings thanks to their helpful insights and accessible tips and tricks. 

Use this trend to your advantage and start creating content that offers helpful hints for your residents and prospects. From what to look for when you’re apartment hunting to how to make a rental unit feel like your own, there are endless opportunities for you to educate renters and highlight your expertise in the multifamily space. You can even open up the comment section to your followers and have them share their tips, too, to create more of a two-way conversation that helps to develop your online community. 

 

A Day in the Life

Using your social media platforms to share more about your daily life is an easy and engaging way to connect with prospects and existing residents. Use your TikTok to showcase a “day in the life” content from your staff, like your property manager or maintenance technician. You could also crowdsource content from residents to recreate a realistic look of what it’s like to live in your community. Consider making it a weekly or monthly series so your followers get not just a one-time look, but an ongoing opportunity to learn more about the real daily happenings in your community.

Apartment Social Media Series Apartment Social Media Series

Apartment Social Media Series: Content to Engage Prospects & Residents

Written by Stacey Feeney on . Posted in All Articles, Marketing. 1 Comment on Apartment Social Media Series: Content to Engage Prospects & Residents

Show off all your community has to offer by creating easy-to-schedule weekly apartment social media content.

Do you dread doing social media for your community? Instead of feeling like it’s a tedious task, social media should be a fun and exciting way for you to show off all of the different aspects of your community. But after weeks or months of managing several different accounts, it can be hard to come up with new and fresh ideas that will keep your followers clamoring for more.

We’ll let you in on a little secret: there’s an easy way to set yourself up for success when it comes to social! Instead of starting from scratch every week or every month, create a consistent weekly calendar of different social media series. This creates an existing framework you can work off of to help streamline the entire process.

That way, your apartment social media content is calendarized and built out for you. All you need to do is find some photos, write a few lines, and hit “post.” It’s as easy as that! Use our favorite social series ideas as a starting point to give your community’s social media presence a little refresh.

apartment social media series

Meet the Team Spotlights

Your social media doesn’t only have to focus on your residents. Give your community members a chance to get to know your building staff on a more personal level by featuring your property management staff, maintenance team, or leasing team in weekly spotlights. 

For platforms like Instagram and Facebook, use a photo of the person and provide a little bio. You can even do a Q&A post or share some fun facts to spice it up from week to week. Consider asking about their favorite tv show or movie, where they grew up, or even their favorite flavor of ice cream. These little details will add some personality to your social media feeds and start to put a face to your community’s name. 

For TikTok or Instagram Stories, you can create video content to accompany your other post. Try interviewing the person on-camera or showing snippets of their day-to-day job to give residents and prospects a “day in the life” look at your team members to help make it feel personal and unique to your community.

Four-legged friends Friday

Four-Legged Friends of the Week

Everyone loves a cute dog or cat photo! Use this to your advantage to up your apartment social media game. Every week, pick a new pet in your community to be featured on your social media channels. Share the pet’s name, a little bit about their background and owner, and of course, a photo! 

To generate this content each week, try making it a contest among your residents. Incentivize them to submit their pets to be featured by offering a small prize to create a little friendly competition. Once you’ve chosen your weekly winner, be sure to use the same hashtag every week to make the posts more searchable. This allows people to follow along and look forward to a cute and furry friend in their feeds on the same day each week.

Local spotlight

New in the Neighborhood

Your community is about so much more than just your building. Generate interest in the local hot spots by spotlighting different local businesses. From your favorite coffee shop to the new boutique fitness studio, share new spots or old standbys with your residents and prospects across your social feeds. If you have local partnerships, it’s also a great opportunity to showcase your partners in a new and exciting way.

Along with creating dynamic new content for your apartment’s social media channels, showcasing neighborhood businesses will also help to establish you as an authority in your area. Existing residents will respect your expertise and turn to you for advice, while prospects will get a full-picture view of what it’s like to live in your community—not just in the building itself, but the entire neighborhood as a whole!

 

Upcoming Community Events

Every week, share more details about upcoming resident events across all of your channels. From happy hours to meet and greets with your team, you likely spend a lot of time on your resident programming—so make it easy for them to stay connected to what’s happening! Along with signage throughout the property or resident email reminders, social media is an amazing way to publicize what you’re up to and create some buzz.

After the event, you can also use social media to post recaps and share photos or videos. This not only gives you additional content to fuel your social media strategy but also helps show residents what they’re missing so they’ll be more likely to attend next time.

Are you ready to level up your social media presence? At zipcode creative, we’re experts at crafting compelling apartment social media graphics that will help you create the online presence your community deserves. Reach out today to get started!

QR Codes for Apartment Marketing Success

Written by Stacey Feeney on . Posted in All Articles, Graphic Design, Marketing.

It’s easier than ever to use QR codes to your advantage when it comes to marketing your apartment community. Sure, QR codes used to get a bad rap. You’d need to have a separate app on your phone to read the QR code in the little black and white square. No longer. Now, all you do is open your phone’s camera app, hover over it, and click on the website that pops up. (Fun fact: QR stands for quick response—finally, the name matches the performance!)

QR codes are certainly helpful. But, how should one use them? You don’t want to overwhelm every piece of your marketing collateral with QR codes, but they can definitely help your audience (whether future residents or candidates for new employees) take one step closer to your business goals. Instead of relying on your audience to navigate the website, jump around to different pages, and leave before completing a tour request, rental application, or employment inquiry, they’ll get directed exactly where you want them to go, with a call to action placed in the text surrounding the QR code.

Top Ways to Use QR Codes in Apartment Marketing

Apply to Lease

Everyone’s favorite. You want residents in your community. They want to get it done as quickly as possible, so they can start the process. Direct them to the application page and get the party started!

Apply for Employment

You’ve been looking for the perfect fit for leasing agents–friendly, outgoing, smart, but no one seems to be finding your employment application. Problem solved. With a QR code that goes directly to the employment application, you can help cut out the extra steps between the home page and career page.

Event RSVP/Sign-Up

You’re designing a flyer for an upcoming resident event, and you want to know who’s coming. Add a QR code to your flyer, then attendees can quickly scan and submit their RSVP–no big deal.

Schedule a Tour

QR codes are like a tour schedule sign up sheet–just waiting to fill your calendar. Allow prospective residents to book a slot in one simple click, and move on with their day, happily looking forward to taking a tour of your multifamily community!

Direct to a Web Link

QR codes can direct your viewers straight to the details they want, including floor plans, photos and availability of your units, and the amenities included in your community.

QR Code Placement that Converts

Sure, those all sound like great ways to use the QR code, but where should one actually put those QR codes? Make sure they’re easily accessible, so that people can quickly hover over the QR code and get the info they need in a snap. Now that we have lightning-speed internet, we’re impatient to get the info we want right away (so don’t count on folks typing in your long website address–just use a QR code!)

Signage

Table Tents: Place a QR code on your table tents for visitors to scan while waiting for a tour to begin or waiting for their friend in the lobby.

Banner Stands: Tabletop + Floor – Are you preparing for an event to obtain more residents? If you’re talking to one potential resident while another walks by, they can scan the QR code and come back around if they’re interested—it’s like you have a wingman!

Bootleg Signs: QR codes can reach far and wide if you put them on your bootleg signs on the edges of your property. Passersby can easily scan the code to find out more about what your units look like inside, or click to sign up for a tour without even walking into the office.

Bootleg-SignMailer

Print Collateral

Flyers: Let your QR codes give out all the fantastic details of your apartment community, so you can make the rest of your flyer attention-grabbing and lead-converting with text or photos.


Postcards: Sending out a stack of postcards to your current residents about upcoming events? Place a QR code on the postcard so they can easily RSVP.

Mailers: Mail has a fantastic open rate. Capitalize on it and place a QR code that goes to your available units or to schedule a tour.

Office Hours Signs

Just because the office is closed doesn’t mean your business is! QR codes can give you a little business boost by capturing leads that come in your off-time, directing them to your unit photos and floor plans!

 

Final Tips for using QR codes in multifamily marketing:

  • Tell Me Why: Indicate what the QR code is for! If you don’t preface with: “Sign up for a tour today!” or something to that effect alongside your QR code, people are not going to scan it. If it’s unlabeled, it’s uninteresting.

  • Spice it Up: See if you can put a nice frame around the QR code. They’re not super attractive on their own, but you can place your logo near (or in the middle of) it with a nice coordinating frame. You can even change the color of the code to work with the rest of your design palette.

  • Don’t Overdo It: One QR code is enough for one marketing piece. More than that, and it starts to look like a robot parade. Choose the best single destination for your leads.

  • Call It Out: Draw attention to it. Say “scan me” or “view our units” with an arrow, or something similar, with a large enough code to be noticed.

  • Check and Double-Check: QR code doesn’t work? Bummer. But it can be fixed. Make sure your codes work (i.e the background isn’t shiny and presents enough contrast to be scanned) and go to the correct site before you put them anywhere on your materials

QR codes, if used properly, can be a huge benefit to marketing your apartment community, through driving leads exactly where you want them to go–even if you’re not around. For more help in where to place them, and how to use them best, just ask zipcode creative!

Evergreen content logo Evergreen content logo

Evergreen Content Keeps Your Apartment Marketing Fresh

Written by Stacey Feeney on . Posted in All Articles, Marketing.

Ever heard the phrase “work smarter, not harder”? Sometimes it’s true–sometimes it’s a matter of making sure you’re using everything you have but making it better. Enter: Evergreen content.

WHAT IS EVERGREEN CONTENT?

Called evergreen, because the content is always green and fresh, it’s your best bet for creating something that always applies, no matter the season or trends. It’s always helpful, and not time-sensitive. Another way of defining evergreen content is taking a look at what it is not. According to the Digital Marketing Institute, evergreen content is typically not a news article, statistics or data that will soon go out of date. It’s not an article focused on current events or pop culture, or something talking about hyper-trendy apartment decor. So: avoid these topics and subjects when creating your evergreen content.

HOW CAN EVERGREEN CONTENT HELP MY APARTMENT MARKETING?

Evergreen content can be helpful for your apartment marketing in a variety of ways, from helpful blog posts that can increase web traffic, to saving time (and money) with marketing materials that require fewer updates.

Let’s talk through what types of evergreen content and documents will be most helpful for your multifamily community marketing strategy.

Blogs

The more (helpful) content you’re able to provide through your website, the more traffic you’ll get to your website (and the more prospective clients you’ll have that go through the sales funnel). When you create content that’s helpful, those posts may be linked from other sites, as well, improving your SEO, and getting you higher up on the search engine results page–hello, more visitors! Consider creating topics that will work for your visitors for years to come, and require minimal updates and edits, such as:

    • Packing checklist
    • Decorating a rental space
    • How to submit a rental application
    • Why your apartment community makes a great home

For a corporate property management company, this is an excellent timesaver for the website that covers all of your communities, so you don’t have to worry about keeping up blog posts on every separate site.

Bottom line: keep it common sense (How to ______ ) or focus on your multifamily community’s mission and vision, and how that impacts your residents.

Mera Chandler flyer

Evergreen and Editable Documents

You’re already working hard enough to market your multifamily community. Make it easier on yourself with documents that you can easily edit and update to keep them current. Here are some places where you can save time (and money) with a quick update:

Evergreen (Editable) Price Sheet

It’s the new year and a new leasing season, and your costs have gone up. It’s time for a rent increase to keep your profit margins manageable. Pull up your price sheet, open it up in the document editor, and change it. Send it to your printer, or print in-house. You just saved time and money by doing it yourself, and it wasn’t even that hard!

Pro Tip: Make sure your columns are still aligned and your font formatting stays the same.

Editable Letterhead

Print only what you need, and update your content to fit practically any scenario. You can send letters and notices to your residents about the dog park, the trash pick up, or any planned service outages, and you’ve saved time, paper and ink. (And if you make a typo, just start over. No sweat.) It’s ready to go, and easy to update should anything else change. Ah, evergreen documents make everything better!

Logo Redraw or Refresh: 

If you like your logo and it still mostly works, there’s no need to start from scratch. Using your current logo, zipcode can either re-create your logo for higher resolution and put it into vector file types (with any needed color changes) or refresh and modernize your current logo design, with 4-6 concept options that will remain close to the original. A refresh could be just what you need to attract attention and brighten up your marketing collateral.

Special Incentive Flyers: 

Everyone loves a good deal. Think ahead when you’re creating your flyers. Consider what time of year you’d like to offer specific deals and avoid assigning specific dates for the deal. Even wording it this way can save you a bundle when it comes to design and printing: “Special good through the end of the month.” If you want to avoid generic wording, just leave a corner blank for the expiration date to be handwritten. This trick works well for commonly used specials in your apartment marketing, such as “one month free rent” for new residents.

User review text on tablet

Reviews

Resident reviews are a gold mine. You can put them virtually anywhere in your marketing to help you seal the deal for prospective residents. These can easily become evergreen if you avoid any trendy words within the quote, references to services no longer offered, or the date of the review. Stay on track with reviews when the subject matter is about your customer service, the homey feeling your residents enjoy, or the camaraderie they feel within the community. Keeping it both heartwarming and unspecific will be key to those reviews staying relevant for the long haul.

WHEN IS EVERGREEN NOT HELPFUL?

When it comes to creating your brochures, complete with photos and lists of your amenities, this will require regular updates. Photos shouldn’t be outdated. Amenities should be added to the list as you gain new ones. Apartment layouts and photos should be clear, showing off new features from completed renovations. Additionally, social media posts are not typically evergreen, because they’re so quickly consumed and discarded. That’s just the nature of social media.

If it can stand the test of time and transcend fads and trends of most any kind–it’s evergreen content. And it can serve you well, if you know how to use it. Take the ideas above, use them how you need, and start saving energy, time, and money to keep improving your apartment community for your residents! Reach out anytime for our help to design quality and custom branded evergreen content that you can use again and again.

Mission, Vision, and Values That Make Apartment Community Culture a Top Amenity

Written by Stacey Feeney on . Posted in All Articles, Writing.

When it comes to marketing your apartment community, sometimes it helps to get back to basics. You can certainly continue to offer cutting-edge technology and modern options for all your future community residents. However, creating mission, vision and values statements can keep your footing solid even while everything around you changes. These statements create a solid foundation for a better company culture–and when your company culture is positive, that positivity will spread throughout the community!

What are mission, vision and value statements?

First off, what are mission or vision or value statements? Let’s do a quick review.

Mission statement:
This tells the reader your company’s common goal or purpose. Make it definable. Make it something that can be grasped. At its most basic, just ask: Who does what–and why?

Vision statement:
This tells the reader what you hope will happen from your efforts. This is your vision for the future, and it’s where you get to think big!) When your mission is complete–the vision statement is the final result.

Values statement(s):
These are the most basic principles that your business is built on, guiding your employees and defining your brand more clearly for customers (or residents, in your case!)

Why work on your company’s mission statement?

As mentioned above, the statements are primarily for internal use and guidance. By creating a mission statement, a vision statement, and values statement, you give your company the opportunity for guided growth, while keeping a hold of your original purpose. 

When your apartment community creates and displays their mission, their vision and their values, they put their heart on display for your potential residents, showing that you are rooted in something good, and you have goals for the future that guide your decision for today! The impact this can have on your company, through your employees and rental rates can’t be underestimated.

mission-vision-values-steps

How to create your property management company’s mission statement:

However, you can’t just create these statements out of thin air. To do it the right way, there should be some collaboration and time involved. How does a company go about building their mission statement, crafting their vision statement, and aligning their purposes to create a clear idea?

    • Step 1: Brainstorm with your stakeholders. (Do one statement at a time).
    • Step 2: Narrow the ideas down.
    • Step 3: Create a few sample statements.
    • Step 4: Revise. Revise. Revise.
    • Step 5: Finalize statement.
    • Step 6: Put it out there!
    • Step 7: Hold fast to your statements. Stay true to the commitments you’ve made through these statements.

If all of this feels overwhelming for you, count on zipcode creative to take over the process, from beginning brainstorming stages to creating the perfect statements for your apartment community’s brand and marketing.

If you’re still ready to do it yourself, keep these DOs and DON’Ts in mind:

    • DO keep it short and simple. (Makes it memorable!)
    • DON’T get long-winded or explain every piece of the statement at length.
    • DO keep an open mind.
    • DON’T limit yourself. The vision is forward-thinking, the mission is who you are. Be big. Think big.
    • DO make it a team effort.
    • DON’T create the statements in a vacuum–you’re only one person, part of a larger community, with a breadth of experiences and ideas!

Where To Display Your Mission, Vision, and Values

Now that you have your mission, vision and values statements ready to go, hooray! What’s next, though? This is where they (and you!) get to shine.

Keep your mission and vision within arm’s reach at all times. Place the mission and vision statement on the back of your brochures, near your contact info. This helps “sum up” your company for the reader.

Please note–this doesn’t mean plastering your exact mission or vision phrase all over every piece of marketing collateral or webpage you have. It does mean that it informs the voice of your content, and how you choose what to market. When you have your mission and vision and values statements in place, this allows your marketing to answer the “why” question through everything you create (and it helps you make better business decisions).

For example, if your mission is to “create luxurious homes within a welcoming community”, you’re able to highlight the welcome packages and community events as part of your multifamily community’s culture (it’s written right there in your mission!) You get to use that mission statement to inform what you highlight, what you market, and how you say it.

In addition to placing your statements (whether in full, or in part, or in generalized idea) on your brochures, make sure they appear on your website, on a special page, so that readers can understand the key ideas behind “who you are”. You can even have a header in your website that reads “Who We Are”, with your values written out, plainly for your residents and future residents to read.

Have you ever heard of “mission creep”? At its core, this is when companies begin to (unknowingly or unpurposefully) shift their “why” for doing things–the culture shifts and the mission is no longer applicable. To avoid this, and keep everyone on track with why your multifamily community does what it does, review the mission with your team regularly. Keep it in your email signature. Keep it up in a space where everyone can see it. This will help everyone internalize it, and keep it top of mind while making choices, decisions, or representing your multifamily community in any way!

Keep the Mission Alive Through Resident Testimonials

Want some proof that your mission is alive and well? Ask your residents for testimonials. Use your mission statement to ask. You can say, “How has WildTree Apartments created a luxurious home in a welcoming community for you?” With that prompt, you’ll find whether your mission is being carried out. The proof is always in the pudding.

When you have a handful of positive, specific testimonials that show your mission, place these in your email marketing and on your social media. Sometimes your residents (or future residents) want to hear from people like them–current community members! 

The Bottom Line for Mission, Vision and Values:

Mission, vision, and values are mostly for internal purposes, but the end result will be outward-facing, and keep your company on track. A company that knows itself, and creates goals is the kind that residents will be interested in. Why? Because the decisions are informed by solid mission and vision statements (and positive values). You can count on it impacting your apartment marketing for years to come.

 

Leasing Incentives That Work as an Effective Marketing Campaign

Written by Stacey Feeney on . Posted in All Articles, Marketing. 1 Comment on Leasing Incentives That Work as an Effective Marketing Campaign

Convince prospects to become your newest residents by strategically marketing your ongoing leasing incentives. If you have a can’t-miss leasing special going on, it’s time to shout it from the rooftops! Incentives are an amazing way to get prospective residents who are on the fence to take the leap and become your community’s newest neighbors. But you need to make sure they’re fully aware of the incentive first so they can take full advantage.

Create a Sense of Urgency

Before you choose which marketing tactics to use for your leasing incentive campaign, it’s important to identify your main goals and determine how you can best position your leasing incentives to achieve them. While the number of new leads and new leases is typically the primary measure of success, the best way to hit your target is usually to create a sense of urgency of a fear of missing out among your audience.

Leasing specials don’t last long, so it’s the perfect time to get potential residents who are on the fence to take the leap. No matter what type of marketing collateral you’re working on, be sure to look at it through that “FOMO” angle. There are a specific few words and key phrases that will make your audience more likely to engage:

    • Don’t wait
    • Last chance
    • Act fast
    • Hurry
    • Limited-time 
    • Ending Soon

Use these keywords strategically in headlines, subject lines, body copy, and even calls-to-action will impart the time-sensitive nature of the offer. When paired with the offer end date, it will help create the perfect blend of urgency to make existing prospects your newest residents.

 

How to Turn Leasing Incentives into a Marketing Campaign

Instead of relying solely on word of mouth to generate interest or sharing the details only with prospects who come on-site for a tour, it’s time to think bigger about how you communicate your leasing incentives.

Use these tried-and-true marketing strategies to help increase interest and fill up those vacant units faster.

Email-Marketing

Email Marketing

With Millennials and Gen Z making up the majority of renters, it’s important to factor their preferences in when developing your campaign. As digital natives, these groups tend to prevent an online-first approach, like email. Leverage your existing mailing list and create a series of emails to promote your ongoing leasing incentives.

When you’re writing your emails, start with your subject line. Make sure it’s eye-catching and interesting so it doesn’t blend in with the rest of the recipient’s inbox. Try to also add a sense of urgency with those earlier phrases, like “Don’t Wait!” or “Last Chance!” to make them more likely to click.

Within the body of the email, be sure to include vital information, like the terms of the incentive, the time frame, and any fine print. You should also feature beautiful pictures of your community—both the amenity spaces and the apartments—and include a clear call to action at the end so they always know exactly what to do next.

Social Media

Strategically use your social media channels to reach a wider online audience than just your email list. Create Instagram stories that show off your property and outline the details of the leasing incentives. Think outside of the box to come up with creative ways to show off what your community has to offer prospective residents.You could do a Q&A chat with your property manager, do a live tour of the community, or give an insider look at one of the available floor plans. Pique their interest in order to get them to sign on the dotted line once they see the amazing incentives that you’re offering!

Don’t forget to post across all of your other social accounts as well, including LinkedIn, Facebook, and TikTok. You never know where you might reach a potential resident or someone who may refer one, so it’s important to cast a wide net. Be sure to also add relevant hashtags to make the post discoverable to the widest audience possible. Explore existing tags that are tied to your neighborhood and surrounding community to tap into local audiences across your channels.

Direct-Mailer

Direct Mail

Though direct mail may seem like an old-school or outdated approach to marketing, it’s actually a very effective way to reach your target audience. Some studies have found that it can even be up to 30 times as effective as some digital marketing methods in generating a response, so be sure to include this tactic when marketing your leasing incentives.

Though there are nearly endless options for direct mail collateral, a postcard is the perfect way to showcase your leasing incentives. This economical option is more affordable than larger mailers like brochures or catalogs, while still allowing you to promote the best parts of your community. Choose from various size options to find the perfect postcard that allows you to include beautiful property photography or curated stock images, a catchy headline, and all of the details about your leasing specials.

Like with your email marketing, be sure to also include a clear call to action and your website URL so the recipient knows exactly what the next steps are to schedule a tour or get in touch to sign a lease.

Preferred-Employer-Program

Local Business Partnerships

Instead of relying exclusively on your existing list of leads, expand your opportunities to find prospective residents by partnering with local businesses. Consider creating a preferred employer program to incentivize employees of specific local businesses or certain professional groups within your area. People like teachers, doctors and nurses, or government employees are ideal groups to offer these special leasing incentives as a reward for their work in giving back to the community.

Offering them a special discounted rate not only benefits them, but also can help you lease-up faster, making it a win-win situation for both you and your new residents.

Ready to create a compelling, 360-degree campaign for your leasing incentives, but not sure where to start? At zipcode creative, we’re experts at working with communities across the country to create eye-catching print and digital materials that help them meet—and exceed!—their marketing goals.

Reach out to our team today to get started.

Capriana and Rize design are ©Fairfield Residential | Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

Know Your Selling Points: Appeal to Every Resident

Written by Stacey Feeney on . Posted in All Articles, Marketing.

Apartment communities can have a very particular demographic, whether because of their amenity offering, their location, or the way they have advertised, apartment residents can be similar in age, interest, or needs. However, if you are looking for ways to expand your demographic, and attract all age groups and every resident, start zeroing in on the unique offerings of your apartment community, and pay attention to what groups are attracted by which amenity: When you find the right selling point, prospects will be lining up to live there!

 

Consider Community Amenities As Selling Points

Beyond the basics, every resident will have different needs. However, there are some amenities that will appeal to a broad variety of residents–be sure to capitalize on each and every part in your marketing.  

Make Technology Easy: Have the WiFi password in a visible place in your clubhouse. Make your printers easy to connect to, and advertise your energy star rated appliances in your marketing materials, as well. Know which WiFi providers are available to your residents, and have current rates handy for when they ask. 

Hit Refresh: The pool is a great space for everyone–to relax, have fun, stay cool, and stay fit. Show off your pool to any and all residents, and have a schedule handy of different pool aerobics classes, or anything other events that are based around the community pool.

Pet-Friendliness: From single persons to senior citizens, many have a constant companion that is absolutely part of the family. Make sure they know that their pooch is not only allowed–but welcome. Show off any pet amenities you may have, from treats at the front desk, to a special dog area in your community. Read our blog on pet-friendly apartment marketing.

Safety First: An aspect of safety is front and center for many residents. Make sure the elderly and your young new renters (leaving the safety of their parents’ home) know they have reliable locks, gates and codes to get into their spaces and community areas easily, while having peace of mind about their security.

Community amenities make for great selling points.

Apartment options

Selling Points: Give Them Apartment Options

Apartments of varying sizes will appeal to different groups–however, you can appeal to everyone when you emphasize specific parts of your community, especially as it pertains to the layout and number of bedrooms.

Empty nesters who are coming from outside the urban area will be looking for beautiful, chef-style kitchens, with nice appliances, spacious closets, and plenty of bedrooms for guests. They are searching for a home that doesn’t require upkeep (like mowing the lawn or fixing the roof) while still enjoying plenty of time and space at home. They’re a great target for your larger layout apartments.

Younger renters will likely go for one-bedroom apartment layouts that are close to their favorite community amenities. They will likely spend plenty of time outside of their apartment going to work, going out for dinner, and enjoying the night life.

As far as options go, you don’t have to be everything to everyone. But only you know what will be most popular with your community. Stay on top of apartment and amenity trends, and keep your current residents in mind as you shift marketing to reach new residents with your unique selling points.

Apartment activities

Activities Bring Residents Together

Resident events and activities are a fantastic way to appeal to a variety of people. A group may not appear to have much in common, but one good crowd-pleasing movie night can put an end to that. Beyond movies, food is another way to connect community members. Include any regular potlucks, special holiday food crafting, and food competitions to the calendar to show off to touring apartment visitors. 

Outdoorsy Types: Also, getting outdoors for a group hike or organizing a 5K team could be just the ticket for your residents to finally come out of their shell and exercise with their community. Have the sign up near the front desk for future residents to see (and get excited about, if they like hiking or running!)

Books: There’s a definite likelihood that you have a number of “bookworm” residents–get them to do a book exchange, or create a borrow/read/return corner with a swiveling book rack for residents to find their next page-turner. Have a coffee corner in the clubhouse. Sometimes it’s nice to gather around a cup of joe and chat with a new person, rather than going through a drive-thru, or having coffee at home.

Classes: Consider also, what activities your residents may be interested in learning about, and see if there are any residents that would be willing to teach a class (or bring in a local expert!) Wouldn’t it be fun to learn how to crochet, how to make pasta, or how to do calligraphy? Learning new things will keep residents connected to each other through the classes, and will help them appreciate what the community manager does to create these events!

Whatever you do, make sure the calendar full of activities, clubs, and nooks is obvious in the front desk area, the clubhouse, and is mentioned in your marketing materials.

Ways to Reach Out to Prospective Residents

Not every resident reads the newspaper anymore, so you probably won’t go for a print ad–unless you know that’s your demographic. You should work on varying your reach out method, keeping some physical and some virtual methods intact to reach farther into the community.

Send Out E-blasts: Emails with attention-grabbing subject lines, chock full of information that will make your email prospects click can help you move them down the sales funnel.

Help Them See the Signs: Signage will help them notice you while they’re out for a walk. “Now Leasing” is just the beginning of a beautiful relationship!

Get Social: Social media is where you’ll find almost everyone. Facebook is ideal for older generations. Instagram and TikTok are ideal for millennials and younger. Use it to your advantage! Post entertaining and helpful content regularly.

Guide and Delight: Make sure your website is easy to navigate for all visitors (young and senior citizens alike), and make sure all of your photos are updated regularly.

The Full Package: Having details in hand will help steer prospective residents your way. A beautiful booklet or brochure with all the details they may need is like having a salesperson sitting on their desk, reminding them that you exist (and you might be a perfect fit).

Diversifying your reach-out methods will enable you to reach all the residents you can handle. Be communicative about what you have, and make sure the message gets to everyone. 

Your apartment community doesn’t have to be everything to everyone. It’s better if you pay attention to which amenities are appealing to which residents. From there, find your best selling points, advertise them well, and to the right prospect. Confidently offer your best–and reach the community you want. 

Featured image and Talia flyer are ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

asana asana

Organize Your Marketing Strategies with Asana

Written by Stacey Feeney on . Posted in All Articles, Marketing.

It’s time to bring your community into the digital age. Instead of tracking tasks on paper or using antiquated and outdated systems, the right project management tool can streamline your operations to save you time and minimize headaches. Organize your marketing strategies with Asana.

Asana is our favorite platform that helps you get more done in less time. We even work in Asana side-by-side with our clients, thanks to the way it simplifies communication and makes it easier to work together on the same tasks. That way, we’re always aligned on the status of projects and can ask questions, provide updates, and ensure our clients get their materials on time and within budget. Learn more about how you can leverage Asana to keep your community on track and help optimize for efficiency.

 

Streamline Project Management

Asana helps you track tasks, manage teams, and create consistent processes to help your community run more smoothly. From setting up your monthly marketing calendar to keeping track of work orders to tracking prospective resident leads, everything becomes simpler with this powerful platform. You can set different milestones and track your team’s progress, and assign different tasks to different team members to more easily delegate. That way, you can easily look at the big picture—and drill down to the details—all in one place.

 

Integrate with Your Other Tools

Asana doesn’t exist in a vacuum. It integrates with countless other software like Salesforce, Slack, Outlook, and Zoom, so you can have a more unified ecosystem. Instead of switching back and forth between dozens of different tools and platforms, you can even build processes and workflows across different applications to make it even more streamlined from start to finish. This helps you and your staff spend less time dealing with different software and spend more time on what really matters.

 

Automate Tasks & Reduce Errors

Instead of having to remember every little thing, Asana makes it simple to automate and schedule different tasks to simplify your daily to-do list. From onboarding new employees to work request forms, you can automate different processes and approvals for a one-stop-shop for everything. You can also create templates for different initiatives, like email marketing or social media, which makes building out your community’s marketing calendar a breeze for a month, a quarter, or even the entire year. Stop going back to the drawing board every time and give yourself a head start. 

 

Work from Anywhere

Asana has both a desktop and mobile application that syncs across all devices. That way, you have all of the best features of the platform right at your fingertips, no matter where you are. Whether you’re offsite at an event, moving between multiple properties, or greeting residents at the front desk, you can always check in on your tasks and keep your team updated on your progress. Many of our clients have found Asana to be an ideal tool to organize your marketing teams, especially when the team is remote.

 

Beyond just the features and functionality of the tool, Asana also makes it easier to collaborate with different vendors. At zipcode, Asana makes it simple for us to streamline the process for our clients. We’re also flexible, and happy to work with clients via email or any other platform they prefer to make the partnership as smooth as possible. Our goal is for you to instantly feel like we’re part of your in-house team! Interested in kick-starting a project with our team in Asana? Reach out today to get started!

staging apartments for winter tours staging apartments for winter tours

Staging Apartments for Winter Tours

Written by Stacey Feeney on . Posted in All Articles, Marketing.

Have you ever walked into someone’s home during the holidays and felt that instant sense of coziness and belonging? There’s a reason for that feeling. Your host has put time and energy into creating an inviting atmosphere that exudes warmth and peace. You can make your prospects feel right at home with these winter apartment staging tips and you’ll be sure to make it worth their while!

staging outside

Staging Outside

You don’t need to have a curb to make your leasing office appealing to passersby. A simple welcome mat and a clean (repainted if necessary) door will put visitors at ease. Wintertime also often means muddy boots and wet shoes. Give your prospects a place to take off boots and shoes before they check out the model apartment. Have a chair or a bench nearby if possible–you don’t want to have them struggle just before they come inside. If your model unit has a walk up, ensure any and all leaves and snow/ice are removed for a safe and clean entry to the front door.

Staging with Nature

Bring the outdoors in (but not too much)! Have a simple green wreath for the front door, and have a plant or two in bathrooms or in the kitchen. Having a little greenery inside the apartment can help it feel like an ideal living space. If you want to go more towards a holiday feel, create a simple centerpiece (with candles or ribbon) so your potential residents can imagine hosting holiday parties or feasts during Thanksgiving, Christmas, New Year’s and any other holidays they volunteer to host. A bowl of oranges in the kitchen will be a nice pop of color, as well.

staging with nature

Staging with Light

The days are shorter and colder, which means you want as much light inside as possible. Turn on a variety of lights at varying heights throughout the apartment you’re showing so your prospects feel comfortable walking through, not having to ask about turning lights on or off. Open up all the curtains and let any and all natural light in. Bonus points for open curtains in the night time, as they’ll be able to see the home-y glow from the outside as they walk up. If you’re able to point out the cozy glow from the apartment’s windows before you get there, they’ll picture themselves pointing holiday visitors to their home, too. Having your lights on a timer will help make this task a bit simpler, while still saving you a little cash on electricity.

Staging for Coziness

Over the last few years, we’ve all heard a new word from the Danish: hygge. (HOO-gah). The easiest way to make your space “hygge” is by lighting a candle. Make it cozy. Put warm blankets on the arms of the couch. Have a few pillows out. Turn up your thermostat a little higher to make sure no one is shivering when they step into your apartments. (This is another moment where timers can help–set the thermostat to turn up to the 70s when you’re touring, and have it turn back down after your tour times are over.) If your apartments are appointed with a fireplace, have it on before the tour begins, and stage your living area around it, to fully captivate your prospective residents–in the winter, your fireplace should be the focal point. Create a hot drink or coffee bar with mugs and a selection of teas, hot chocolate, and hot cider to warm guests up and get them thinking about how nice the view is while they sip their fresh coffee. Appealing to the senses is an easy way to get your future residents on board.

staging with color

Staging with Color

Grey, beige, tan, and white are the most neutral colors to have in a space, and will therefore appeal to a broader audience. If you do choose to go with a pop of color, stay consistent. If you present a new color theme to your prospective residents every time they move to a new room, the apartment decor will have a lack of continuity throughout. Choose one or two colors that you’ll have throughout the home to keep your future residents’ attention as they tour your staged apartment. For wintertime, you can go with a deep navy and a mustard yellow, or a deep burgundy with plenty of greenery throughout. Whatever you choose, don’t go overboard. 

Staging for the Holidays

This could be the space where your future residents host many happy Thanksgivings, warm Christmases, joyous New Years–help them envision it even better. Place bells on the doorknob, place a bunting around the porch. Battery-operated candles in the window make for a festive (and safe) way to welcome visitors, as well. If you’re tempted to simmer spices on the stove or bake cookies, keep it real and keep it light. Just a little apple cider could be plenty to help create a warm atmosphere. Avoid fake smells with sprays and plug-in diffusers–many are sensitive to artificial scents–the real thing is so much better!

staging for the holidays

Staging for the Right Audience

You know better than anyone else who your ideal resident may be. If you are in a Jewish community or neighborhood, don’t put up a Christmas tree. Likewise, don’t put up Hanukkah decor if you know that your neighborhood primarily celebrates Christmas. The best method with the decor you choose, is to keep it festive, without being specific. Avoid Christmas trees, Santa, nativity scenes, and other religion- or culture-specific holiday decor. If you decorate with winter items, warm smells, and glowing lights, you’ll be welcoming everyone.

 

The bottom line with winter apartment staging? Keep it simple, and keep it consistent, and you’ll make it easy for future residents to imagine their holidays at home in your community.

resident reviews resident reviews

Reviews: How to Generate Them & Why They Matter

Written by Stacey Feeney on . Posted in All Articles, Marketing.

Today, the majority of renters are from digitally native generations. As a result, their first instinct is almost always to look everything up online—and their apartment search is no different! When prospects are on the lookout for their dream home, they’re likely to start with a Google search before almost anything else.

Along with apartment listings, community reviews are likely going to come up when prospective residents are on the hunt for more info about a certain apartment or building. It’s important to put your best foot forward with as many positive reviews as possible, so prospects get the full picture of what it’s like to call your community home.

Don’t discount the power of reviews. When it comes to online buying, 90% of people read at least one review before making a decision. Even more important? 94% of people reported that a negative review caused them to avoid making a specific purchase. Reviews have a strong hold on consumers, and it’s no different when it comes to renters and the multifamily industry. 

Start putting more stock in your online presence and encourage your residents to rate their experience. Here are a few easy steps to getting started.

Creating Accounts on Popular Review Sites

There are endless sites online that aggregate reviews, but there are a few in particular that are important for multifamily: Google, Facebook, Apartments.com, and Rent.com. While all of these sites have their own guidelines and regulations, positive reviews across these platforms will go a long way in demonstrating the perks of your community to prospects. 

Be sure to set up your community on these sites—and any other local review sites or apps that may be relevant—so that residents who are willing to write a review can easily find you online. Making it as straightforward as possible for residents will increase the likelihood they’ll submit a review, helping you gain social clout and a positive brand reputation.

Encouraging Resident Reviews

Getting your community on popular review platforms is just the first step. Then comes the important part: getting residents to actually write the review! This can be one of the hardest parts of the process. Instead of expecting that residents will go out of their way to leave a review on their own, there are a few different ways you can encourage them and generate reviews quickly.

Just Ask!

Most of the time, residents won’t realize you’re in the market for online reviews. The easiest way to let them know? Tell them! Send out an email, create a flyer, and post it on your social media channels. Connect with residents across channels and touchpoints to make sure reviews are top of mind.

Don’t stop with just one attempt. Create a campaign that reaches out to your residents two or three times with gentle reminders that will make them more likely to engage.

ask for reviews

Offer an Incentive

If you find that simply asking your residents to leave reviews isn’t doing the trick, it may be time to consider some sort of incentive. From a free gift to a review bonus, the reward can range from big to small. Choose something that your residents care about and offer that up to entice them to take the time to write a thoughtful and personal review.

But let us be clear, incentivizing someone to leave a review is technically a no-no and we are not suggesting you buy reviews! If you decide to incentivize, make sure you are absolutely clear on the following points and do so at your own risk.

  • No purchase (lease) necessary to participate
  • Incentive is in exchange for an HONEST review (good or bad)

Don’t Forget Reputation Management!

Once you’ve convinced residents to leave reviews, don’t forget to frequently check in across the different review platforms. While you’re hoping for all positive reviews, it’s unlikely that everyone will leave five-star commentary. Instead of ignoring the negative, it’s important to manage and address concerns as they pop up and apologize for any instances where you or your staff could have improved. 

Taking the time to respond to reviewers and actively participate in the dialogue shows that your community values and listens to resident feedback and concerns. This can go a long way to rectify any negative reviews and help quell any concerns for prospects.

Don’t forget to also respond to positive reviews! Thanking residents who take the time to leave feedback is an important part of the process to ensure they continue to have an amazing experience with both your staff and your community.

 

Ready to get started on your resident review marketing campaign? Reach out to the zipcode creative team today!

Images in this blog post are ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

cultivate community this christmas cultivate community this christmas

Cultivate Community for your Residents this Christmas

Written by Stacey Feeney on . Posted in All Articles, Marketing.

Home is the place where you can get hot chocolate, put your feet up, wear your coziest sweater, and relax–that’s the inspiration behind our latest blog post on cultivating community during the holidays.

Even if there’s a chill in the air, you can still keep the warmth in your residents’ hearts with this list of wonderfully wintry ideas on how you can cultivate community at your apartments! Hoping to make your community feel more like coming home for the holidays? Try just one activity, combine any two ideas, or do every single thing on the list–it’s entirely up to you.

Holiday Events That Cultivate Community

For long-standing residents and for just-moved-in newbies, it’s nice to meet your neighbors and make new friends. During the wintertime, it’s important to build those connections and make sure everyone feels at home when they’re an apartment resident in your community. Try these events on for size:

Secret Santa Gift Exchange

Anyone who wants in, can join! For Secret Santa, you’ll need to collect names of participants, and give them out so folks can buy gifts ahead of time. Use this secret santa online gift exchange organizer to make it easy! A gift exchange is one of the easiest and most successful ways to cultivate community among residents and staff.

White Elephant Gift Exchange

Not interested in planning so much? A white elephant gift exchange often makes for hilarious results.

  • Write down numbers on little pieces of paper, have everyone draw one slip of paper, and whoever gets “1” goes first. 
  • They choose from a stack of gifts (everyone has brought one wrapped gift around $10 in value that could appeal to anyone) and open it. 
  • Participant “2” goes next and may choose to steal the first opened gift, or pick a new one from the pile. 
  • You’ll need at least 4 participants for the game, but 6+ is better. The more people you have, the longer the game will last! 

Scavenger Hunt

Have your residents explore areas of your community they might not have ventured into before! Identify things around your community, create a scavenger hunt online through goosechase or create handouts for everyone to check off and fill in. Invite the whole community, hand out the scavenger hunt instructions and papers, and give a prize to the first, second, and third place winners after you verify their answers. Questions can be something like: “How many plants are in the front lobby?” or “What is the ribbon color on Apartment 314’s door?”. It’s best to do raucous activities like these on a weekend, during the day so that residents who choose to sit out are not disturbed. Make it Christmas-themed with the swish of a wand by adding in a few questions about your holiday decorations.

Pro-tip: Pick four activities and do “four festive weeks of christmas” or “holidays” – based around the clubhouse or other gathering area – create a flyer with the important dates and details, and place one in every mailbox, or send an email to every resident (or both!) Remind everyone through your social media with custom graphics to sign up and show up for these moments of casual community fun!

cultivate community for christmas

Wreath Competition

Set your residents up with a friendly front-door wreath competition. Create categories: Most Creative, Most Festive, and Best in Show. Set up rules, if needed, along with a deadline, and send out your residents to go check out the wreaths for the day of judging/awards. Bonus points if you send them out with their hot chocolate and have them come back to vote by ballot. Give the winner a gift card to a local shop! Sit back, relax, and enjoy the simple community camaraderie created by boxwood wreaths and bows! 

Have a bigger budget? Try an alternative: have everyone gather in the clubhouse, and level the playing field with supplies set out for them. This gives them more time celebrating and collaborating through a craft!

Christmas Caroling

Buddy the Elf wasn’t wrong: The best way to spread Christmas cheer is singing loud for all to hear! Share your songs with the rest of the community residents and go door-to-door with anyone who would like to join you. Send out an email to the participants with a list of the songs + lyrics you’d like to serenade the community with. Pick a time around 6:30pm–the sweet spot between dinner time and young children’s bedtimes. Friday and Saturday nights work well, since there isn’t typically work or school responsibilities the next day. If you’re feeling particularly organized, gather up your carolers to visit a local children’s hospital or assisted living senior community–be sure to call ahead and ask the organizations which time and date works well for them.

Cookie Decorating

This is a relatively simple one, but might make it easier for families to come enjoy decorating a few cookies without making their whole kitchen a flour-bomb explosion! You can pick up ready-to-be-decorated cookies from your local grocery store, and supply all the best stuff: frosting, sprinkles, food coloring, and plenty of printed-out ideas and inspiration. Looking for a more challenging alternative? A gingerbread house competition! Either option provides a great way to utilize that clubhouse kitchen while you cultivate community!

Hot Chocolate Bar

This will warm everyone up, head to toes. Provide hot milk or water, along with the mix-in powders, and don’t forget the toppings that everyone loves: whipped cream, marshmallows, sprinkles, and candy canes. A little drizzle of caramel or chocolate syrup brings it to the next level. When everyone gathers together to create their hot chocolate. This easy activity pairs well with other activities in the list, like the Christmas pajama party or cookie decorating. Remember to keep food preferences in mind, and have allergen- and vegan-friendly options handy, too.

Christmas Pajama Party

Whether they’re footies or long johns or matching waffle-knit pjs, getting the community together in pajamas is a fun, comfortable (and cozy) way to enjoy the holiday times. Costume parties and pajama parties are easily a conversation starter, and neighbors will begin to get to know each other quickly. Karaoke and pajamas could be a hilarious mix as well! Keep reading…

Christmas Song Karaoke

If any of your residents have ever gotten a hankering to holler “Silver Bells” — now is their big chance to “ding-a-ling”. Set up a full karaoke sing-along, complete with all the favorites. Don’t forget the microphone. If you make it a BYOB event, you might see an increase in participation, as well! There’s nothing better than karaoke to cultivate community at Christmas time.

Cultivate Community Between Staff and Residents

It’s not just about connecting with neighbors over the holidays. For residents, it’s also important to feel valued, and cared for by the community directors and managers. Personal touches or small tokens of appreciation will go a long way when it comes to making your residents feel special.

cultivate community with a greeting card

Simple Christmas/Holiday Card

This is an easy, handheld way to show your gratitude and warmth. Get personalized stationery or branded holiday cards for your residents. If possible, sign it or write a handwritten message. Taking the time will mean so much to your community during the holidays. Make sure you get one into every mailbox, and start early so you have plenty of time to personalize!

Group Service Project

‘Tis the season of giving, including our time and talents! Get everyone involved in giving back to your community. You could host a food or toy drive, choose a city clean-up project, or look into serving at a local soup kitchen. The warmest feelings during the holidays often show up when we work together for the good of someone else. Send out an email or have a sign-up sheet in your foyer, and remind residents to sign up so you can have an accurate volunteer count for the organization you’ll be helping. Check out volunteermatch.com to find opportunities near you.

cultivate community with a toy drive

Small Gifts

Check out our best last-minute gift ideas for apartment community residents and staff. It doesn’t have to be a big gift–but this token shows your appreciation, and is a physical reminder of your gratitude.

Pro-tip: If you have a new resident, and they’re moving in right before the holidays, be sure to include the upcoming event flyers in the apartment welcome packet. 

Winter is coming, but hearts can be warmed with all the fun events you’ll have lined up for your community. Helping their community feel like home for your residents is just one more way to show them how welcoming your community really is–they may never want to leave)!

directional signs directional signs

Directional Signs and Maps are Vital to Apartment Marketing

Written by Stacey Feeney on . Posted in All Articles, Graphic Design, Marketing.

It’s finally time to open up your multifamily community, or re-launch your next leasing cycle. The leasing office is welcoming. The grounds are tidy. The surrounding neighborhood is excited. From your marketing analysis to the move-in of your residents, every step is vital to ensure an easy transition to life in your community! In order to make sure your residents’ journey to their new door is as easy as possible, give them a crystal clear map of what to expect and where to find all the amenities and offerings they’re looking for with directional signs and maps.

Today’s residents rely heavily on word of mouth (do their friends like it?), impressive/cohesive branding and marketing, and online reviews. On top of that, residents want to make sure that they’re located close to the amenities they want, both within the community they’re considering, as well as the surrounding neighborhood. Beyond an outline of community and local amenities, practicality is key for prospective or new residents–no one wants to be lost, despite all those “Not all Who Wander Are Lost” bumper stickers floating around. That’s where directional signs and maps will be vital. 

directional aframe signdirectional bootleg or yard sign

Directional Signs

Much like street numbers that are easily visible on a house, providing directional signage in the community is important to ensure a sense of welcome, ease, and expectation.

Bootlegs/bandits, which are also called yard signs, are helpful for giving directions to the leasing office for prospective residents, with a combination of text and arrows. (If a resident can’t find the leasing office, it will be difficult for them to sign the lease.) Make it as clear as can be with your directional signs.

When a prospective resident comes to your community, to find out whether they’d like to live there, signage should be clear, regular, and consistent. If the signs don’t match your typical branding styles, it may be confusing. If there are no signs, it can be a source of frustration. Just like a focus on customer experience with a website is vital, you should also focus on the customer journey through your physical community! Avoid wasting their time, causing them embarrassment, or becoming a source of frustration or confusion with well-branded directional signage.

If your community is multilingual, consider having your signs show two languages, so that everyone feels welcome, and can navigate without necessarily having to translate.

In addition to leasing office directions, having signs for parking can be a godsend. Not every visitor is confident in their ability to find parking, with some even previewing Google Earth to pre-plan their parking. Anticipate their needs, and have them saying “I saw the sign!”

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Sitemaps

The custom property sitemap, one of zipcode creative’s specialties, is like the corner piece of the puzzle for many apartment communities. Though most everyone has a smart phone with a web browser, GPS, messaging functions and many other apps, they don’t have a way to navigate your community beyond the front door. The residents and prospective residents are relying on you to create a map that helps show them where the apartments are in relation to everything else in the community.

Perhaps they’re a young couple, and they’d like to be close to the pool area. Perhaps they’re a family with older kids, and the barbeque area is more important. Or maybe they’re a single person that wants to meet others, and being near the clubhouse is high on their list. Depending on what their needs are, they should be able to easily see where your community amenities are in relation to the unit they’re considering.

zipcode creative’s sitemaps can be formatted for your use in both digital and printed versions, so you can share the map on your website through an email marketing campaign, or through a printed apartment welcome packet. With our help, we’ll make sure to identify the most important aspects of your asset: the lease office, parking, unit buildings and numbers, landscaping, and your special amenities that may include clubhouses, pools, and barbecue areas that your residents desire. 

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Location Maps

Beyond the borders of your apartment community, your residents will want to know: “Where’s the best place to ________?” in the surrounding neighborhood. You can answer that question, no matter how it ends, with a custom-designed location map from zipcode creative. With our detailed and stylized neighborhood map, you can identify all the good stuff that’s just a couple of blocks away, including restaurants, cafes, conveniences, and other points of interest (stadiums, golf courses, oh my!) Your residents will be excited to move in because you’re close to their favorite grocery store, or within walking distance of a cozy coffee shop.

PRO-TIP: Partner with a local business, and give your newly-signed-on residents a gift card to a restaurant or coffee shop!

The location map can be tailored to your ideal resident. For example, if you’re a senior living community, you can highlight nearby golf courses, healthcare facilities, and shopping centers. In contrast, student housing communities may choose to highlight the nearby university, coffee shops (“this one has free WiFi!”), gyms, and have more of a focus on nightlife.

No matter who your resident is, it’s always helpful to center them with a simple “You Are Here” message. Directional signs will welcome them, while sitemaps and location maps help them feel right at home in your community.

 

Contact zipcode creative to roll out the welcome wagon today.

Merrick, Areum, and Rize artwork is ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

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Multifamily Marketing Through Local Partnerships

Written by Stacey Feeney on . Posted in All Articles, Marketing. 1 Comment on Multifamily Marketing Through Local Partnerships

When your residents decide to live in your community, they often aren’t doing it only for the apartments. The surrounding neighborhood and community typically play an important factor in where they decide to live, too. Create a more dynamic experience for your residents and help them engage with other local businesses by creating a robust local partnerships program that benefits you, your residents, and other local business owners.

Leveraging local business owners to cross-promote your offerings is a win-win situation for everyone. Consider these different types of creative partnerships that will help engage your residents and create stronger bonds with your neighborhood. 

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Restaurants

Reach out to nearby restaurant owners to create a special discount for your residents. From a percentage off of their meals to different coupons for discounted items, you can help to encourage your residents to bring more business to these local hotspots. 

You can even commit to partnering with specific restaurants for prospective resident events or other community events to build stronger ties. In return, encourage the restaurant to promote your community to their customers through flyers or signage. That way, you can begin to build brand awareness and more easily promote your community through the word of mouth of local partnerships.

Animal Shelters

Local animal shelters are an important part of every community, so it’s an ideal opportunity to do some good and promote your available apartments. If your community is pet friendly, partner with a local shelter or rescue and host an adopt a pet event. 

The event will allow you to meet local pet owners and pet lovers and be able to showcase all of the pet-friendly amenities that you have to offer residents, from a dog park to dog grooming services. Even if event attendees aren’t currently in the market for a new apartment, they’ll be able to spread the word to their network and are likely to keep you in mind as an amazing place to call home for both themselves and their furry friends.

Movie Theaters

Bring movies right into your residents’ backyards! Partner with a local movie theater to host an outdoor movie in your community courtyard or even a movie-pool party event. Offering exciting resident events will help encourage community engagement and increase resident happiness, all while helping the movie theater get its name out there. 

Instead of one event, consider making it a monthly series to give residents something to look forward to during the warmer summer evenings. Be sure to also promote the event or series using email marketing, signage, and other collateral to get the word out there.

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Classes & Demonstrations

Local partnerships with businesses like grocery stores, food shops, fitness studios, or bookstores to host a demonstration or class for your residents. Whether you offer a free yoga class, a seasonal cooking event, or even a book reading or signing, there are countless ways you can leverage your community partners to engage your residents. Your partners can even offer residents additional discounts or other incentives to encourage repeat business, making it a beneficial way for them to expand their customer base.

Preferred Employer Programs

When it comes to marketing partnerships, think beyond events! Develop a rent incentive program for certain local companies or specific professionals, like doctors, nurses, and teachers. That way, you can encourage faster lease-up while also offering a preferential rent rate to those who are making a positive impact in your community.

 

Ready to promote your partnerships? Work with a creative agency, like zipcode creative, to develop multichannel marketing assets that will help you spread the word. Get started today! 

Capriana brunch flyer is ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

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Curated Stock Images Will Capture Your Residents’ Attention

Written by Stacey Feeney on . Posted in All Articles, Marketing.

Every marketing director knows: branding is important–it tells your ideal future resident what you’re like, what to expect, and how seriously to take you. Curated lifestyle stock photos can help you build your brand while painting a picture for prospective residents to help them imagine what it would be like living at your community. But we’re not just talking about any stock photo. Since there is a wide assortment of images available to be used, we’ll help you understand why picking the right one (or set of images) can make or break your apartment building’s brand. Let’s talk about using stock photos, and using them well.

Why should I use stock photos for my Apartment Building Marketing?


Stock photos are key in helping you save time, save money, and keep your marketing materials fresh. It’s well known that “photos are worth a thousand words.” Another fun fact about images from Brain Rules by John Medina for you:

Three days after hearing information, you have a 10% chance of remembering it. Add an image, and you’re 65% more likely to recall the same information.

Think of it this way, too: when reading a chapter book to a child at bedtime, they’ll likely want to see pictures (if there are any). They can imagine it more clearly, and understand more of the context. Adults aren’t all that different–if you can help them picture themselves in your apartment building or multifamily community through an apartment marketing brochure, that’s all the proof they may need.

Bad Stock Photos Are Worse Than Nothing


When is a stock photo a bad choice? Beyond the obvious pitfalls (“brings up more questions than it answers” or “doesn’t relate to the topic at all”), here’s what else to look out for:

1) When the stock photo is cheesy:

Ah, the bad stock photo. We’ve all seen it: the woman laughing uproariously while eating a salad or a group of blazer-wearing businessmen high-fiving each other in front of a backdrop. They’re absolutely posed and not believable in the least. This next generation of tech-savvy residents will notice it if you try to fake your way through. 

2) When the stock photo is overused:

Ever shown up to a party wearing the exact same thing as someone else? Embarrassing. The same thing can happen when you choose the same overused stock photo as another company. Gen Z (and a couple of other possible residents) will notice, roll their eyes, and move on to another apartment community.

The key? Look for photos that are natural-looking, candid. Ones that don’t look posed. Try to avoid stock photos with white backdrops, since that’s rarely a background to anything in real life.

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Save Time with Curated Stock Photos


There are an estimated 350 million+ stock photos available online. In case you’re not great with math, that’s a ridiculous amount, even if you have something particular in mind. To have to sift through that number of stock photos will take more time than it’s worth. And, as we all know in the business world, time is money.

Another good thing about curated stock images is that they can help you stay on-brand and consistent. When you look at a set of curated images, they can have all the same filter, effect, or style. You’re already saving time by not taking the photos yourself (and getting better quality, too, we’d wager). Keep saving time and money by hiring zipcode creative to compile and curate stock photo sets for you to use that fit within your brand style guidelines.


Keep on Top Of Content with Stock Photos


Content is still king–and the need for continuous, updated content has skyrocketed, but your budget probably hasn’t kept up with the shift. Stock photo costs can add up, and hiring a photographer can be pricey as well. Keep things fresh with relevant, perfectly curated photos that help showcase your unique apartment community or multifamily building. With calendars and a bevy of on-brand stock photos, you can engage with current and future residents through posts on social media, and anywhere else you think needs to hit the Refresh button.

Stay on track with your brand style guidelines with plenty of images to choose from. zipcode creative can help you sift through the wide assortment of stock images to get exactly what your apartment community needs for your next marketing material refresh.

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Grand Opening Marketing Campaign for Apartments

Written by Stacey Feeney on . Posted in All Articles, Marketing.

When your community is first opening or reopening after a renovation, it’s time to celebrate! It’s an important milestone and an exciting time to show off everything you have to offer to your local neighborhood and prospective residents. Instead of flying under the radar when you open, make an impact with a thoughtful grand opening marketing campaign. By generating excitement, offering incentives, and broadcasting the event across different marketing channels, you’ll make your mark early on to increase brand awareness and name recognition. 

Creating Your Campaign

Your grand opening isn’t the time to hold back. Think big to create a can’t-miss event that will have your entire local community buzzing.

Invite Your Community

To generate even more excitement around your event, invite people from across the local community. From politicians like the mayor or city council members to local business owners and their staff to residents of the surrounding area, welcome a wide range of people from across the community to your opening celebration. This will help you generate word of mouth and increase brand awareness, all while also ensuring that everyone has a great time!

Information Booth

Make it easy for those interested in learning more to get the additional info they need. Set up a booth or table at your event with flyers, brochures, and other information about your community. It’s also the perfect opportunity for staff meet-and-greets. From your property management staff to the building maintenance team, have everyone attend the event to build relationships and showcase the top talent your community has to offer.

Food & Drinks

Who doesn’t love a good spread of food and drinks? Be sure to cater your event with enticing food that will have people clambering to attend. Whether you opt for a theme or just offer light bites and cocktails, having food encourages people to linger and engage with your community even further.

Swag

You worked hard on your community’s branding, so it’s time to show it off. Create free swag giveaways for the event that help spread the word about your opening. From tote bags to pens to umbrellas, create different items with your distinctive logo or branding that attendees can take with them. That way, they’ll get to leave with some freebies for a win-win way to spread awareness! 

Early Leasing Incentives

If prospective residents attend your event, incentivize them to their lease right then and there. Grand opening leasing promotions are a great way to increase urgency and help you lease up faster. From signage at the event to flyers you tuck into the swag bags, make sure you actively promote the incentives to encourage prospects to make the leap. Consider offering a free month, discounted amenities fees, and other cash incentives or other perks to sweeten the deal. 

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Marketing Your Campaign

Before hosting your event, you need to make sure you shout it from the rooftops. Leverage strategic marketing materials to generate buzz and amplify the event for a few weeks before it happens with a grand opening marketing campaign. That will help to maximize attendance and encourage local partners, prospects, and the general public to stop by. 

When it comes to marketing, it’s time to think big! Don’t limit yourself to just one or two marketing channels. Instead, opt for a 360-degree campaign that includes:

Email Marketing

Leading up to the event, be sure to send a blast to your email list with all the details. Consider sending a formal invitation and at least one follow-up reminder to make sure people mark their calendars.

Mailers & Flyers

Don’t rely on digital marketing methods alone. Printed mailers and postcards are a great way to reach your local community and can even be distributed in local shops and restaurants for a two-pronged approach.

Signage

Create signs specifically for the event, but also outdoor signage leading up to the event. From flags and boulevard banners to large building banners, the sky’s the limit to the type of signage you can create. 

Handouts & Brochures

Don’t let those who attend the event leave empty-handed. Be sure to have brochures, property sitemaps, and other relevant handouts handy for people who are interested in learning more about living in your community. You can even tuck them into the swag bags to be sure people will see them later.

If you’re ready to get started on your grand opening marketing campaign, consult an expert like zipcode creative. We’ll work with you to create a cohesive and holistic approach to your event for the best possible experience for everyone!

Get in touch today.

MAVE Design are ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

A Resident Referral Program that Works to Sign New Leases

Written by Stacey Feeney on . Posted in All Articles, Marketing.

When it comes to your community, your best advocates are your residents. As the people who experience all of the best of your community every day, they can vouch for the apartments, the amenities, and the overall living experience firsthand. As a result, resident testimonials and word of mouth are often the best ways to entice prospective residents to opt into your community. But instead of leaving it to chance, why not create a more formal resident referral program to incentive residents to help you lease-up?

The Benefits of a Resident Referral Program

Resident referral programs are a great way to create a thriving community that also positively impacts your bottom line. Resident referral programs can:

  • Lower resident acquisition costs. By encouraging your current residents to refer people they already know, you won’t have to spend as much time and money on marketing and advertising.
  • Minimize resident turnover. When residents encourage people they know to move in, they’re building a welcoming and thriving community. As a result, they’re less likely to move out, helping to increase resident retention and minimize turnover costs. 
  • Lease-up faster. When you do have vacancies, filling them becomes much easier with a referral program. Instead of your staff working tirelessly on marketing materials or coordinating with leasing agents, you have a built-in network that makes word-of-mouth marketing easy.
  • Foster a stronger community. When residents already know their neighbors, it’s simple to build a strong and engaged community. From attendance at resident events to positive interactions in amenity spaces, this helps bolster both participation in your community programming and overall resident happiness. 

How to Start a Resident Referral Program

Referral programs are incentive-based programs that reward your residents for referring friends, family, and acquaintances to your community. Because 92% of people trust word of mouth recommendations from friends and family over all other forms of advertising, a referral program is an effective way to encourage interest in your community. 

When a resident refers someone to the community, they receive some kind of bonus when that person signs a lease. The program bonuses could include everything from a cash bonus to discounts on rent, or gift cards to local restaurants and businesses. To maximize the benefits, consider creating a referral program with no limit offering tiered bonuses that increase with each referral. That way, the more people a resident refers to move-in, the more their reward, making it a win-win solution for both you and your residents.

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How to Advertise the Referral Program

Once you’ve determined your program details and identified what incentives you’ll be offering, it’s time to generate interest in the program and your community itself. While traditional marketing methods like emails, flyers, and signage are a great way to engage your community, you can also think outside the box to drive interest in your referral program. 

Develop Program Positioning 

First, come up with campaign positioning or slogans that will make an impact on residents. Consider a catchy name like “Friends Make the Best Neighbors,” or “It Pays to Have Friends.” You can then use this catchphrase across different marketing materials like flyers, emails, and social media posts to promote the program more widely to your residents.

Host Resident & Prospective Resident Events

You can also host resident events and encourage them to invite their friends and family. That way, prospective residents get an inside look at what it’s like to be a member of your community and can witness all of the perks and benefits firsthand. From barbecues to cocktail hours, these events are the perfect opportunity to encourage prospects to view your community in a brand new way.

Develop Local Partnerships

Expand your community network by partnering with local businesses you love. Offer staff incentives to these partner businesses when their employees refer residents to your community. From cash bonuses to gift cards, you can create a compelling way to encourage other community members to direct residents to your property. You can also promote their businesses to your residents for a mutually beneficial relationship, making it a win-win option for everyone. 

Encourage Realtor Referrals

When it comes to referral bonuses, you can also think beyond just your residents and community partners. Opt to partner with local real estate agents to expand your reach and encourage additional referrals. While many realtors overlook multifamily because it’s not traditionally an avenue for commission, you can make it worth their while to refer their clients to your community. After all, the majority of real estate transactions come from referrals, so expanding your referral network is one of the easiest ways to lease-up faster. 

Ready to kick-start your resident referral program? Work with multifamily experts like zipcode creative to develop your advertising materials and any other assets you may need to get it off the ground! 

Get in touch today to get started.

Areum Flyer is ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

Flyers are Still Effective for Marketing Apartments

Written by Stacey Feeney on . Posted in All Articles, Graphic Design, Marketing.

These days, when you hear the word “marketing,” your mind might jump right to flashy Instagram stories and virtual TikTok videos. But don’t forget about tried-and-true marketing methods, too. Printed materials like flyers are an easy and affordable way to reach your ideal customer. Branded marketing flyers are the perfect complement to digital marketing efforts, like email marketing or social media graphics. By combining the two approaches, you’re more likely to reach your target audience and make it easier for them to engage in your community.

And the best part about flyers? They’re one of the most versatile pieces of collateral you can create. From announcements to events and everything in between, learn how to incorporate stylish and strategic flyers into your marketing plan. 

Flyers For Current Residents

Announcements & Reminders 

Flyers are an easy, affordable, and effective way to communicate any updates with your current residents. From announcements about upcoming events to reminders about community news, you can display flyers in the lobby and property management office so they’re in high-traffic areas. For especially important reminders, you can even slip flyers under residents’ doors to ensure they won’t miss the news.

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Upcoming Events

Developing a sense of community is vital to keeping your residents happy. Generate additional interest in your events, like happy hours, movie nights, and more, with a well-designed and eye-catching flyer. Include all the info that residents need; like the date, time, and location of the event, so it’s a one-stop place for everything they may need to know about your event. Events make it easy for residents to get to know their fellow residents, fostering community and camaraderie. 

Community Services

Make sure that residents know about all of the available services that can make their lives easier. From concierge services and valet trash to online rent payments and a mobile portal where they can submit maintenance requests, a flyer is the perfect reminder to help them stay organized. Add it to welcome packets so residents can keep it on their fridge or on their desk, so they always have the info handy when they need to reference it.

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Meet & Greets

Building a relationship between building staff and residents is one of the easiest ways to create a better sense of community for both groups. Organize community meet and greets where property management, maintenance staff, your leasing team, and other staff members can mingle with your residents. Promote it using flyers in common areas like amenity spaces, the building lobby, and offices. That way, residents will get to know the people who keep their community running smoothly.

Flyers For Prospective Residents

 

Leasing Incentives & Specials

Flyers aren’t only useful for delivering information to current residents. Leveraging flyers in the leasing process is a smart and effective way to engage prospects, too. Keep flyers in the office and on-hand for leasing staff to use to promote ongoing leasing incentives and specials. Add them to your brochure or any other printed materials that prospects already receive, so they have all the information they need to make the best decision.

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Amenity Offerings 

Apartment communities are about more than just the apartments themselves. Highlight all of your amenity offerings like reserved parking, storage units, garages, and more with flyers. You can tuck these into your brochures, add them to resident welcome packets, or use them at prospective resident events to generate more buzz about your property and showcase everything that you have to offer. Don’t forget to include less traditional amenities too, like a coffee station, electric car charging stations, or valet trash services. 

Available Programs 

If your community has ongoing programming, like an accent wall program, be sure to create a flyer to promote the option to both prospective and current residents alike. Place the flyers in the lobby, in the management office, and in the leasing office to help generate interest and excitement. 

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If you’re bursting at the seams with ideas for community flyers, it may be time to bring in the experts. Agencies like zipcode creative specialize in creating well-designed and eye-catching flyers that will help your community achieve—and exceed—their goals. 

Get in touch today to get started!

Avaire “valet trash” and Berkeley Place “get up and go” flyers are  ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

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Reputation Management Marketing Strategy

Written by Stacey Feeney on . Posted in All Articles, Marketing.

What Is Online Reputation Management?

Reputation management is a multi-faceted concept for companies. There are different kinds of verbiage and definition for reputation management as it is a growing marketing strategy for companies. Let’s focus mainly on online reputation management. 

Online reputation management is a strategy of monitoring, improving, and managing your brand’s online reputation. A company should be aware of what people are saying about your brand online and how people will think about your brand when scouring the internet. A business has a digital footprint where customers can find your online business listing (Google, Yelp, Apartment Guide, Apartments.com, etc) or social media profiles (Facebook).

Online Reviews 

A key component of your online business listing and/or social media profile is receiving online reviews through it. Most all business listings have an area where customers can write a review. The reviewer will decide a star rating from the lowest negative star rating of 1 to the highest positive star rating of 5. The third-party listing will aggregate the star rating of all reviews to create an overall rating.

The overall rating showcases what customers think about the business and its performance. You will always want to strive to obtain an overall rating above four. Potential customers will look at the overall rating and review comments. The comments are helpful insights into what it will be like to be a customer of your company. 

 

Multifamily Online Reputation Management 

For Multifamily, every apartment community and corporate brand should have a Google listing where people can publish reviews. There are other top content providers that have reviews like Yelp, Facebook, and Bing. Multifamily specific third party sites include the RentPath network (Apartment Guide, Rent), CoStar Network (Apartments.com), Apartment Ratings, and so forth. Your company should own all third party listings and respond to every review. 

Like stated above, reviews are an important part of your business marketing strategy to control and be aware of what people are saying about your business and its performance. The comments published by prospects, current residents, and other customers are crucial feedback to your company’s performance and business operations. 

 

Best Practices for Online Reputation Management 

There are some best practices each business should start with. Claiming all third-party listings like Google, Yelp, Facebook, and so forth is the first step. Third-party access is needed to respond to reviews. Another best practice is having review email alerts that notify of any new reviews published. If you have a decent amount of business listings, as Multifamily will have individual apartment communities listings, a reputation management program will be helpful with email alerts. The most common best practice is that every review should be responded to whether it is negative, neutral, or positive. Again, a reputation management program will be an added help to have one place to respond to all reviews. Negative reviews are a hot topic right now. The best practice for removing reviews is learning about the third-party review policy. Each review site has an option to report reviews to be removed. A business should report a review if it violates the review policy.

Review Marketing Campaign 

Potential residents see recent reviews as trustworthy and important for a business. A review marketing campaign is the next step once you have the above best practice accomplished. Most of the time, people will take the time to leave a negative review. By asking current residents and prospects to review, the chance of receiving a positive review will increase. There are some actions a business cannot do when asking for online reviews like incentivizing and review gating. Some sites, like Yelp, want reviews to be organic and do not allow asking for reviews. Be sure to review the third-party review policy before generating a review marketing campaign!

How We Can Help

Online Reputation Management has many layers where additional help will alleviate some stress off of your marketing and leasing team. Review generation is important to boost your local SEO, increase rating, and improve online perspectives of your brand and services. zipcode creative can relieve some of your duties by helping create all of the visual marketing components to running a review campaign: 

 

  • A Leave a Review card 
  • An Email Campaign asking for reviews 
  • Flyers asking for reviews 
  • A Tabletop Signage asking for reviews 
  • Run a review campaign 
  • And much more!

Image is ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

Effective Print and Digital Advertising for Multifamily Communities

Written by Stacey Feeney on . Posted in All Articles, Marketing. 1 Comment on Effective Print and Digital Advertising for Multifamily Communities

When it comes to getting word out about your apartment community, marketing through print and digital advertising is the name of the game. By developing a thoughtful marketing strategy, you’ll be able to build brand awareness, generate interest, and convert prospects into residents. Any good marketing strategy is not complete without ads. From classic ad types like newspaper ads to more modern alternatives such as pay per click ads, the ways you can advertise your community are nearly endless. Learn more about the different ad types and how to craft compelling ads to maximize your apartment marketing efforts.

Print Ads

Local Newspaper

When it comes to print advertising, there’s nothing more well-known than newspaper ads. There’s a reason this classic ad option is still used—because it works. When you place an ad in a newspaper, you’ll reach a large audience all at once to cast a wide net. Plus, newspaper readers trust the publication, so there’s a built-in level of trust for your brand, too. This helps build brand awareness and drive interest to help you lease-up faster.

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Magazine Ads

Advertising in your neighborhood magazine is a traditional and effective print advertising option. Placing ads in these types of periodicals is an easy way to get a lot of eyes on your advertisement, and using high-quality images and attention-grabbing headlines can help to drive a lot of interest in your community. This approach typically works best for the senior living demographic.

 

In addition to local publications, consider advertising in trade publications, too. Look into what publications are circulated in your area to identify some out-of-the-box advertising opportunities that will drive brand awareness and generate additional interest in your community. 

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Direct Mail 

Instead of placing an ad in a third-party publication, you can also create your own. Opt for direct mail pieces, like postcards or flyers, that help you to build awareness, generate interest, and promote upcoming events.

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Brochures 

You can also hand out brochures to prospective residents that showcase everything your community has to offer. From full booklet brochures to smaller gatefold alternatives, there are nearly endless options for your brochure design. That way, you can create a design that caters to your specific audience. Consider this your long form of print advertising.

Designing an Effective Print Ad

Print ads give you the opportunity to showcase your community in a creative way. From clever copy to breathtaking photography, you can create an eye-catching ad that will attract attention. When designing your ad, be sure to include:

  • Property photos, especially of kitchens or pools
  • A short “about” paragraph
  • Condensed amenities list – the top most desired
  • Contact information
  • Ongoing promotions
  • A call to action, such as “schedule a tour”

Be sure to also include information about the units you have available, whether that’s one-, two-, or three-bedroom apartments. If you have space, print ads are also an amazing opportunity to use lifestyle photography, giving prospects a better sense of what it might be like as a resident. 

Remember to design your ad with your apartment’s branding in mind so that your ad is cohesive with all of your other marketing materials. 

Digital Ads

Display Ads

Display ads incorporate images, text, and video to create a multimedia digital advertising experience. Display ads can take many forms, from banner ads at the top of a website to video ads on YouTube. These digital ads can display on a wide range of websites, helping to increase your reach and drive interest from a wider range of potential residents. 

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Social Media Ads

Social media platforms like Facebook, Instagram, LinkedIn, and Pinterest are known for their engaging content, but they also offer advertising opportunities for businesses. You can set your ads to run specifically for your defined target audience to drive even higher engagement and reach those who are more likely to convert. No matter if you’re trying to increase brand awareness or drive people to sign up for an on-site tour, social media advertising helps you connect with prospects at every stage of the sales funnel for a versatile and flexible option. 

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Email Marketing

Instead of buying ad space through online publications or social media platforms, create your own email marketing campaign to market to the leads you already have. This allows you to totally customize the look, feel, and message of your emails for an eye-catching final result that helps drive leases.

Designing an Effective Digital Ad

Digital ads are often very small, so it’s important to develop thoughtful designs. This ensures that people can easily read and digest all of the information in the ad with just a glance. When designing digital ads, there are a few key elements you should always include:

  • One property photo
  • Your logo
  • Short line of text or your tagline
  • A call to action

When writing your copy and call to action, be sure to define what your community is—especially if the word “apartment” isn’t in your logo or featured in your photograph. This will help prospects instantly understand what you have to offer. 

You should also spend time on your call to action. Make it concise, clear, and to the point. Choose something like “Tour today” or “Learn more” and link prospects to your website. That way, they always know exactly what you want them to do next. 

If you’re struggling with your print and digital advertising designs, expert designers like zipcode creative can step in to develop an effective ad campaign that will help you drive ROI and make your ad placements more effective. Contact us today to learn more! 

ENSO Bragging Rights & NEO Apartment Designs are ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

What Makes the Perfect Apartment Website Design?

Written by Stacey Feeney on . Posted in All Articles, Graphic Design.

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In the digital age, having a website is integral to succeeding in any business—and multifamily housing is no different. Creating a unique digital footprint online for your community is the perfect way to increase your reach and pique prospective residents’ interest. Whether you’re looking to revamp your existing website or are starting from scratch, there are a few must-have elements you should consider for your apartment website design to create the best possible user experience. From site navigation to design elements like photos and videos, be sure to take these six things into consideration before you get started.

1. Website Structure

 

Having a clear website structure ensures that your site is intuitive and easy to navigate. When prospects arrive on the site, they should be able to instantly find whatever information they are looking for without digging through pages and clicking on multiple links. 

At the top of the apartment website design, create a clear main navigation bar with large, easy-to-read buttons that link to other pages within the site. There are a few important pages that every community’s site should include:

  • Homepage
  • About
  • Gallery
  • Amenities
  • Floor plans
  • Neighborhood
  • Contact

In addition to these pages, many sites also have an online application and a resident portal available, making it a one-stop shop for both prospective and existing residents to find everything they may need. 

website photography

2. Photography

 

There’s a reason they say that a picture is worth a thousand words. When prospective residents are evaluating your community, using professional photography is the best way to show off every detail. From the interior of your units to your industry-leading amenity spaces, high-quality photos allow potential residents to get a real sense of what it might be like to call your community home. Be sure to incorporate photos throughout the individual pages of the website in addition to a comprehensive gallery that has imagery of everything from the lobby to the model unit.

3. Video & Virtual Tours

 

While photography can help show off your space, video is what brings it to life. From sizzle reels that you can use to show off community highlights to full-blown virtual video tours, there are endless ways you can use video to showcase what your community has to offer. Consider adding a video to the top of your homepage to make it as eye-catching as possible when a new visitor lands on the site. You can also add video tours to your gallery page, making it easier for prospects to explore your community without having to come on-site.

4. Copywriting

 

While photography and videos show your community in the best light, expert copywriting will help seal the deal. Having a professional write all of the content on your site will ensure that it’s compelling and catchy to attract attention, even in a crowded market.

 A copywriter knows exactly how to convey certain emotions, highlight specific benefits, and convince prospects to convert. From headlines to calls-to-action, make sure that you carefully consider every piece of copy on your website to put your best foot forward and create a cohesive and on-brand experience for web visitors.

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5. Floor Plans

Floor plans are one of the most important things to feature on your apartment website design. Add floor plans for all available units so prospects can get a sense of the size, layout, and flow of any apartment they may be interested in. This will allow them to compare and contrast between different units and understand what they can get for their budget.

Consider having 3D floor plan renderings created of your available units to bring them to life, making it even easier for prospects to imagine themselves living in the space.

6. Neighborhood Info

 

When residents are evaluating your community, they aren’t just looking at the apartment. They’re also looking for a neighborhood feel and easy access to nearby attractions. To showcase your surrounding area, add an interactive Map to your website with all of the local attractions plotted. Add favorite restaurants, parks, and other outdoor activities, nearby shopping, schools, and anything else that may be important to your prospects. Then, they can see everything—all in one place—an added selling point to what makes your community so great!

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Professional Website Design

Let the experts in multifamily apartment marketing help create the perfect apartment website design for your community instead of trying to DIY your way through. At zipcode creative, we’re experts in everything from branding and logo design to website copywriting to create an industry-leading online presence for our clients. We handle everything from the site structure through to the 2D and 3D floor plans, ensuring that your site has a polished and professional look. We’ll even tackle the photography and renderings, making zipcode creative a one-stop shop for all of your web needs. 

Our partners, Results Repeat and Resident360, handle website development, management, SEO, and will oversee digital ads, ensuring that each community has access to all of the experts they need to drive leads and increase their presence on the web. 

Get in touch today to learn more about our services.

 

The James website is ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

Floor Plans for Apartments in 2D and 3D Floor Plans for Apartments in 2D and 3D

Floor Plans for Apartments in 2D and 3D

Written by Stacey Feeney on . Posted in All Articles, Graphic Design. 2 Comments on Floor Plans for Apartments in 2D and 3D

Floor plans are the key ingredients to every apartment marketing toolkit.  Leasing specialists need to demonstrate the unique selling features and accurately convey unit layouts when directing prospects to the right home. Having high quality and visually appealing floor plan images is paramount to the apartment leasing process – they will be used on the community’s website, brochure, and individual floor plan marketing sheets. Floor plan renderings are surprisingly affordable and worth every penny – scroll on to see your options!

2D – Line Drawings

The original, classic design without any extra fuss!  Architects and developers love this style.  If you have simple floor plans that don’t need a lot of explaining, the 2D style will work just fine.  Add in dimensions so renters can decide if their favorite couch or bed fits.  These are a sleek, modern option you can dress up on your floor plan sales sheets. Simple, yet to the point and effective for demonstrating your apartment unit layouts.

Floor Plans for Apartments in 2D and 3DFloor Plans for Apartments in 2D and 3D

2D – Finishes & Furniture

If your property has distinctive finishes, add them to your 2D floor plans.  Showcase which rooms have carpeted and hardwood floor styles.  Personalize the kitchens to feature colored cabinetry, countertops and your appliance package.  Once you’ve laid down all the property details, layer in some furniture to show how to maximize the space.  With WFH spaces being so popular these days, try showing a desk as part of the furniture styling package.

Floor Plans for Apartments in 2D and 3DFloor Plans for Apartments in 2D and 3D

3D Floor Plans

The 3D customization options are endless – these are great for new developments where people may not get to tour a real model until construction is complete. They also work for older properties where you may not have the budget to decorate a model unit.  3D floor plans allow any type of property to finesse their floor plan style with different finishes, furniture and color schemes. Modern, contemporary or customized furniture collections allow you to match these to your brand aesthetic. Virtual leasing has become the top way to lease this year, a premium floor plan will help you close that sale on the spot!

Floor Plans for Apartments in 2D and 3DFloor Plans for Apartments in 2D and 3D

Marketing Sales Sheets

No matter which style floor plan you create, marketing sales sheets can bring them to life. Brand them with your property’s logo, colors and unique design elements.  Label them with the square footage, bedroom and bathroom count. List your apartment’s features and amenities so prospects will be reminded of all the selling points of your property.  Maybe add a price quote area so leasing consultants have room to personalize and create a sense of urgency. Make sure to include the community’s contact information, have them printed and send this handout home with those still browsing.

How to Order Floor Plans

Just reach out – send us an email or fill out our website contact form and you’ll be on your way to beautiful new floor plan images. If you have architectural floor plan blueprints, send them over with a mood board of your interior finishes to let us know what color of carpet or wood-look flooring is in the unit; also cabinet colors, appliances, countertops, etc. If your community was a takeover you may not have access to the original architectural files and that is okay! Simply provide any existing floor plans the community has been using or have your onsite team snap a few pics and measure the space for us! Either way, we’ll get it done.

Maximize your new floor plans by putting them everywhere – your website, social media photo albums, ILS ads, email templates and, of course, your brochure. zipcode creative can help with all of the above to make your apartment branding look amazing.

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Apartment Copywriting That Will Convert Prospects

Written by Stacey Feeney on . Posted in All Articles, Writing. 1 Comment on Apartment Copywriting That Will Convert Prospects

Apartment copywriting is more than just what you see in Mad Men. While copywriting from bygone eras was all about catchy ad campaigns, the copywriting discipline has expanded over time—and especially as digital and social media have exploded—to encompass anything and everything related to marketing your apartment community. 

From taglines to full website copy to social media captions, copywriters are experts at conveying emotion, showcasing a brand’s unique selling points, and getting prospects to convert. If you’re looking for help creating a distinct identity for your property management company and to elevate the marketing experience across your assets, it may be time to enlist an expert. 

Establishing a Brand Voice

Just like your visual branding, creating a distinctive voice for your brand will help set you apart. An experienced copywriter will help you develop everything from your voice characteristics to your brand guidelines to ensure you have a strong personality and clear presence across all of your marketing materials. That way, everything from your website to your direct mailers to your onboarding materials all sound cohesive and consistent across your apartment copywriting.

Developing a Tagline

Taglines are short catch phrases or slogans that help to supercharge your marketing. They often accompany your logo or community name to help reinforce your brand and make it more unique. Like Nike’s “Just do it,” or Apple’s “Think different,” taglines should embody your brand, your mission, and your personality—all while also being memorable. 

While a tagline may seem simple, it is actually one of the most challenging marketing elements to develop. An experienced copywriter will be able to distill your brand into a few words—typically between three and six—that evokes emotions, is aspirational, and tells a story. 

Writing a Headline Library

Headlines are the first thing that residents or prospects see when they review your marketing materials, so you need to make them count! Instead of using the same phrases over and over or opting for commonly used terms and turns of phrase, creative headlines can really draw people in and help them engage with your community.

Work with a professional who knows the industry to develop your apartment copywriting and create a comprehensive headline library for all of your marketing materials. From one-pagers to resident events, they can craft a wide range of different phrases that you can plug-and-play into the website or new marketing materials. You’ll have everything you need at your disposal, all while developing interesting and engaging content for your community.

Phrasing for Your Amenity List

The features and amenities at your apartment community are what set you apart from the competition, so it’s important to have a quick-reference amenity list that draws prospects’ attention. Professional apartment copywriting will transform everything that you have to offer into a concise, easy-to-digest list that speaks to the exact amenities prospects are looking for today. Order of popularity, current trends, and industry phrasing will all be taken into consideration when entrusting the amenity list to a copywriter. 

Brochure and Website Full Length Copy

When it comes to marketing, your brochure and your website are some of the most visible materials, so it’s best to have a pro create the content. From your homepage to your contact us form, having a copywriter handle the content creation will help to create more compelling content that keeps people engaged and converts prospects into residents.

Every website and brochure should have similar content, including:

  • About Us
  • Community & In-Unit Amenities List
  • Floor Plans
  • Photos
  • Neighborhood Information
  • Contact Us

 

By working with an experienced multifamily copywriter, you can showcase your community in the best possible light and demonstrate how you differ from competitors. Attract more prospects, lease up faster, and minimize turnover with professional apartment copywriting as part of your marketing plan. 

 

Ready to revamp your marketing materials with a copywriting pro? Reach out to zipcode creative today to get started!

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Marketing Collateral Must-Haves for Multifamily Branding

Written by Stacey Feeney on . Posted in All Articles, Branding. 1 Comment on Marketing Collateral Must-Haves for Multifamily Branding

Create a cohesive, branded experience for residents and prospects alike with strategic marketing collateral. For apartment communities, the prospect and resident experience is about more than just the apartment itself. That’s why it’s vital to build a cohesive experience from their first interaction with your community, through when they move in, and even until they move out. 

By creating an improved experience at every stage, you’ll keep residents happy and pique prospects’ interest, all at the same time. Here are some of the must-have marketing collateral you’ll need to deliver an elevated approach to multifamily living.

marketing collateral postcard or mailer

Postcards & Mailers

Even before you get prospects in the door, postcards and mailers can help you drum up interest and create new leads. Send out postcards with your eye-catching branding to nearby neighborhoods to generate interest in on-site tours. Give prospects a sense of what your community offers and what sets you apart through your marketing collateral before they even set foot through the door.

Stationary 

From letterhead paper to envelopes to business cards, customized stationery is the perfect way to incorporate your branding across your marketing collateral. Whether you add a subtle embossed logo or opt a full-color approach, there are nearly endless ways you can customize your stationery to suit your needs. Use it for thank you notes after on-site tours, to give to prospects after they visit, or to send notes to vendors and partners for a more polished and professional touch.

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Brochure

A brochure is one of the most important pieces of marketing collateral you can create for prospective residents. From showing off floor plans to emphasizing your wide array of amenities, a brochure often includes the most important information about your community. That way, they can reference it after their tour as a refresher of their favorite aspects. Consider using your brand colors and design elements in unique ways while keeping the brochure effortlessly blending in with all of your other marketing collateral. 

Floor Plan Sheets

Having a one-pager handout available with the floor plan a prospect is interested in is an easy way to send them home with a reminder showcasing exactly what they were looking for in a home. Prospects will be able to get a better sense for the different units, and can easily understand the different layouts. Try making your floor plan sheets the same size as your brochure. Then you can simply tuck in the extra floor plan sheet of their interest in the front cover of the brochure for an all-in-one info packet about your community! 

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Sitemap

Property sitemaps are based on your community’s architectural plans and feature a bird’s eye view of the property itself, while displaying the location of community amenities, units, parking, offices, and more. As a result, they’re the ideal way to give prospects a good sense of the community at a glance. Just like with your floor plan sheets, keep your sitemap the same size as your brochure so it’s easier to create an all-in-one package with everything that prospects need to know.

Flyers 

Creating a cohesive experience doesn’t stop after your residents move in. For resident events, renewal specials, or for referral incentives, create flyers that mimic your community’s brand. By using the colors from your branding and incorporating your community’s logo, it’s an easy way to create a put-together and unified look throughout your marketing collateral. 

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Greeting Cards 

Small touches are what distinguish the great communities from the good ones. Don’t forget to prioritize your residents’ birthdays and holidays with thoughtful notes or greeting cards. Infuse each card with your community’s colors and your logo for a thoughtful way to stay in touch with your residents for their entire lease. You can even add one in their welcome packet for a more personalized touch.

Maintenance Card 

Create a more elevated resident experience with the addition of maintenance cards. Design a business card or 4×6 card that your maintenance staff can leave on the kitchen counter or in the entryway to alert residents that they’ve been inside their home working on repairs. That way, your residents will be notified when someone has entered their private space and will also know that their issue has been resolved for a win-win solution.

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“Leave a Review” Card

Generating positive reviews about your community is one of the easiest ways to attract prospects and generate leads. Encourage your current residents or those or are moving out to leave a review of your community. Add a postcard to your marketing collateral and hand them out a few times a year to generate continuous new online reviews to increase your ratings.

Need help crafting the right marketing collateral for your community? At zipcode creative, we’re experts in developing multifamily branding and translating that across materials for a cohesive and impactful experience. Get in touch today to learn more!

Design examples in this post of Capriana, Exchange, ENSO, LORE, and Talia are ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

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Apartment Welcome Packet for Move-Ins and What to Include

Written by Stacey Feeney on . Posted in All Articles, Marketing. 2 Comments on Apartment Welcome Packet for Move-Ins and What to Include

You’ve wowed them enough with the first impressions, and move-in day has arrived.  Now how to keep those positive vibes flowing?  Ensure their move in is seamless, and they have all the need-to-know details that they could ever use.  Here are the essentials to make your apartment welcome packet for new move-ins shine and what exactly to include!

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Branded Folder

Take some design cues from your property’s brand style guidelines, and create a streamlined folder. This will serve as a branded carryall for your apartment welcome packet that you’ll stuff with info, offers and goodies.  

Pro Tip: double the useful life of these folders and use them to send touring prospects home with your floor plan sheets and other marketing materials. 

Business Card

Include your business card in the apartment welcome packet folder flap so they have all of your contact details on hand.  You’ve worked up a rapport with these new residents, and they will probably reach out to you, directly, with their first few questions and requests.

business card design

Welcome Letter

Future residents may not have met the manager on their leasing journey.  Provide a nice introduction to your management team so they will recognize the friendly faces.  This is also a perfect opportunity to showcase some of the highlights of your management company – your mission, vision, and values.  Residents like to have a trust factor with management so they can feel at ease in their new home.

Info Sheet

Provide a simple one-pager with the essentials your new move-ins are going to need – their apartment number, parking space number, gate code, community rules and amenity hours. This is also a great place to include emergency maintenance information – no one likes to get locked out or have their AC go down, but it happens. Provide hours and contact info for your emergency procedures.

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Property Sitemap

Your big meandering property can be a maze to new residents.  Include a branded sitemap in the apartment welcome packet, and mark their new apartment, carport or garage space.  Demonstrate the quickest ways to get to the amenities, clubhouse and mailboxes from their new home.

Valet Trash Flyer

Keep residents in the loop on important days like trash pick-up times and etiquette if you offer a valet-trash service at your community.  They will be happy to know how to recycle all those move-in boxes, and make it easy to haul away the trash so they quickly transition into their new space.

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Concierge Services Flyer

If your community offers concierge services – include a flyer in your apartment welcome packet outlining your menu of these extra amenity add-ons!  Present some of the most-used services and any applicable fees. 

Package Service

If you provide a package receiving company as an amenity, such as Luxer One Package Lockers, walk them through how to retrieve their packages. New residents often have incoming shipments and this handout will make it easier for them at move-in time.

Event Calendar

The fastest way for new residents to feel welcome is by attending a fun event. Show them how to jump in, meet new residents and keep up with the events you have taking place in your community by including the current month’s calendar of events.

Local Business Information

Consolidate all of your favorite local spots in one document, and have this handy in your apartment welcome packet.  Residents will appreciate knowing the closest hospitals, vets, airports, schools, etc. When it comes to restaurants and bars, connect with your community to provide custom discounts or specials. Sure, residents could just google a new Thai restaurant, but it takes your service up a notch when you provide a thoughtful package of deals tailored to your residents’ busy lifestyles!

Welcome Door Hanger

Deck their doors with a door hanger welcoming them to the community – it will be the first thing they see in their new home. It’s the thoughtful details that go the extra mile to ensure your residents feel they’ve made the right decision leasing at your community. 

Welcome Gift

A beautiful welcome gift placed inside their apartment will feel like the nicest touch when they first walk in the door.  Gifts don’t have to be extravagant – include something personalized to your brand or simply deliver a fresh baked bag of cookies from a local shop.

review card design

Reviews Notecard

Statistics show, residents are happiest on move-in day.  Ask them to write a review on the website of your choice.  Include a ‘leave us a review’ card in your welcome packet folder asking them to rate their experience on Yelp, Apartment Ratings, Google or the property website.

Resident Referral Flyer 

It’s never too early to start asking for referrals.  They may know plenty of other people in the market for a new apartment, and they’ll be excited to show off theirs. Include a resident referral incentive flyer in your apartment welcome packet to let them know from day one how they will be rewarded for inviting their friends to become neighbors.

referral flyer design

As you assemble all these pieces for your bustling Welcome Packet, no need to get overwhelmed.  A professional like zipcode creative is always able to pretty them up so it’s cohesive, informative and on brand!

Avaire valet trash flyer, The Eugene concierge services flyer, and Share Your Experience reviews notecard are ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

Realtors and Apartment Locators Helping Generate Leads

Written by Stacey Feeney on . Posted in All Articles, Marketing.

In multifamily housing, the competition is stiff. In 2019, over 400,000 new apartment units were under construction—and that number is only expected to grow and grow. That means that, when renters are on the hunt for their next apartment, they have plenty of options to choose from. So the question becomes: How can you stand out in the crowd and get prospective residents in the door for a tour? 

Marketing to realtors and apartment locators should most definitely be a part of your prospect marketing strategy. Experienced real estate agents generate leads from a variety of sources – often, the most effective leads come from referrals or repeat business, which make up the bulk of real estate transactions, at 89%. Having local realtors and apartment locators on your side will drive ongoing leads for your community with only a little effort up front to establish the relationships.

Locating the Locators (and Realtors)

Any realtor could potentially become the right partner for your community. While multifamily experience is a big bonus, many realtors mistakenly overlook the multifamily housing space because they aren’t aware of the opportunities for commission. Build relationships with realtors in your local area and equip them with the tools they need to 1. Understand your apartment community and all it has to offer, and 2. Incentivize them with commissions for their referrals.

An apartment home may just be the perfect fit for those who have already sold their home and need to rent temporarily as they seek the right house to buy, or the right time in the market to buy. Having a realtor who can direct these prospects to your property will benefit you both in the long run – having a comfortable home for 6-12 months in the interim is sure to create a loyal and happy client for the realtor. In other cases, there are times when realtors will have clients who want an apartment for the easier upkeep and maintenance. Whether young professionals who are rarely home or empty nesters who are looking to downsize, moving from a home into an apartment is sometimes the best approach. If that’s the case, your ongoing relationship with the realtor helps to ensure they think of your community first! 

Marketing to Realtors and Apartment Locators

Experienced real estate agents generate leads from a variety of sources – often, the most effective leads come from referrals or repeat business, which make up the bulk of real estate transactions, at 89%. Outside of their clients and referrals, realtors often connect with new leads through networking at events, on social media, or even through cold calling. Once they’ve identified a promising lead and evaluated their needs, they can promote your community to those who fit the right criteria.

brochureprice-sheetMockups DesignMockups Design

Begin building these relationships by hosting realtor events at your community like breakfasts, luncheons, and happy hours so you can get to know them, give them a tour and share the marketing assets they need to sell your units. While realtors are pros at generating interest in various properties, they also need to be equipped with the right tools to close the deal. Be sure to create a packet of marketing materials that they can use to educate their clients about your community. Include things like:

With these resources, they can become an expert about your community and serve as a partner to help you lease-up. If your current materials are a little lackluster, consider teaming up with a design agency like zipcode creative that can bring your community to life with these creative branding marketing materials!

Incentivizing Realtors and Apartment Locators

Realtors and apartment locators can be a valuable asset to your leasing team – especially if you’re in a crowded market, encouraging realtors to promote your property is vital to getting more prospects in the door.

Realtors work on commission, and their livelihood depends on selling homes. You’ll have to offer a generous incentive to make it worthwhile for them to suggest your community over encouraging a home sale, where they will on average earn between 3-6% of the sale price of a home. Consider offering the amount of 1-2 month’s rent as a commission when their referral signs a 12-month lease – a win-win-win scenario for the realtor, their client, and your community! 

 

Want to arm your realtor partners with the best possible marketing materials? Get started with zipcode creative today!. 

Example image of Cimmaron price sheet is ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

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An Apartment Marketing Brochure Design for Print and Digital

Written by Stacey Feeney on . Posted in All Articles, Graphic Design. 2 Comments on An Apartment Marketing Brochure Design for Print and Digital

Does even thinking about marketing your community make your palms sweat? If you get easily overwhelmed when you think about all of the possibilities, there’s an easy and effective place to start: an apartment marketing brochure to showcase your community and drive in leads.

Instead of shelling out all of your budget on flashy marketing tactics, a brochure is a proven option that will help you convert prospects by showing them all your community has to offer. It’s a great option for a tangible keep-sake for visiting prospects and a great first introduction to those browsing online.

WHY HAVE AN APARTMENT MARKETING BROCHURE

For multifamily communities, marketing is an integral element that ensures your building leases up quickly and retains residents. From digital channels like email marketing and social media to printed materials like business cards and flyers, there are nearly endless possibilities for how to market your property. But there’s one piece of collateral that you can’t go without: a marketing brochure.

Brochures, whether printed or digital, are the perfect way to give prospects a high-level overview of your property. Gorgeous photos of your amenity spaces, floor plans, and everything in between all can go into your apartment marketing brochure to provide a ton of information in a small package. That way, prospective residents don’t feel overwhelmed by dozens of sheets of info or multiple links, and instead can learn all of the most important info on your community, all in one concise place.

TYPES OF APARTMENT MARKETING BROCHURES

The best part about brochures is that they are not one-size-fits all. The style and format is flexible enough to accommodate different communities, ensuring you can always find one that works for your community and your budget. 

booklet apartment marketing brochure

Booklet Brochure

If you want to provide a comprehensive way for people to learn more, a booklet brochure is your best bet. This bound style can have as many or as few pages as you need to provide more details about your community. You can even include multiple pages to highlight each different aspect like floor plans, the neighborhood, and more. The size and shape are completely flexible with a booklet apartment marketing brochure, rectangle, square, horizontal, vertical – dealer’s choice!

Trifold Brochure

Trifold brochures are a classic for a reason. This rectangular style is folded twice over the center section, resulting in six different sides while opening up to a standard 8.5×11 sheet of paper. With a trifold you have plenty of space to share more information about your community, and can even designate different panels to different focus areas, so they each get the spotlight they deserve.

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Gatefold Brochure

A gatefold style is made up of four folded sections, resulting in an eight-panel brochure. The paper used is the same size as a tri-fold, but simply folded differently to create additional panels or sections. This way, you have several pages to showcase different elements of your community, so you can emphasize the most important details.

Bi-Fold Brochure

If you want to keep things short and sweet, a bi-fold brochure is the perfect option. This style has four larger sides—a front and back cover and two inside pages (still totaling a standard sheet of a paper when unfolded like a trifold and a gatefold) —so you can give a high-level overview of your community’s most eye-catching amenities, pricing and floor plans, and enough information to pique a prospect’s interest.

bifold apartment marketing brochure

WHAT TO INCLUDE IN AN APARTMENT MARKETING BROCHURE

With so many styles to choose from, it can be hard to know where to start. But there are a few key elements that will make your brochure as successful as possible, no matter which style you choose.

Photos

They say a picture is worth a thousand words, so don’t forget to include them throughout your brochure! Photos are the first thing a prospect will look at before even reading a single word on the page, so make sure to select your best images of both the community amenities and interior units.

Pro tip: Kitchens and pools are the most sought after photos when shopping for an apartment community. 

About

Share more about your community to give prospects a better sense of what it would be like to live there – from describing your top amenities to nearby location conveniences – paint a picture with words to entice the reader.

Amenities 

An apartment building isn’t just about the unit itself—it’s also about the shared amenities and social aspects. From community spaces like pools and dog parks to roof decks, be sure to emphasize all of the different areas available to residents to round out their lifestyle. Keep it simple and list out your top features!

Floor Plans

The size and layout of an apartment is often one of the biggest factors when prospects are looking to move. Make their lives easier by including the floor plan information right in the brochure. That way, they don’t have to do any digging, and have all the info they need on hand.

Pro tip: If you have a lot of floor plan options, including them all in an apartment marketing could be overwhelming. Instead, try creating individual floor plan marketing sheets. That way, you can give prospects the exact floor plan they’re interested in and tuck it into the brochure, so they have all the info they need in one place. 

Neighborhood

The neighborhood is just as important as the community itself. Consider adding a location map with favorite restaurants and shops to showcase all that the area has to offer in nearby proximity to their new home. 

If you’re ready to make the leap and design an apartment marketing brochure that will wow prospects, give us a shout!

Get started on your brochure with zipcode creative today!

Talavera brochure featured under ‘gatefold brochure’ section is ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

apartment branding inspired by interior design apartment branding inspired by interior design

Apartment Branding Inspired by Interior Design

Written by Stacey Feeney on . Posted in All Articles, Branding.

At your apartment community, the interior design aesthetic is often one of the first things that prospective residents notice. Whether you have a minimal and modern style, or skew more towards the traditional, having a strong interior design point of view helps to create a memorable space that residents want to call home. 

But interiors aren’t the only design element you need to think through. If you’re creating new apartment branding for a new construction project or upgrading existing branding for a remodel, creating a consistent and cohesive aesthetic for your community should be a top priority. Instead of developing your branding in a vacuum, look to your interior design for the inspiration you’ve been lacking.

Whether you use the same mood board as your interior designer or simply pull elements from the space for ideas, here are a few easy ways to create apartment branding that is expertly influenced by your interior design. 

Aligning Color Palettes

One of the easiest ways to make your interiors and your apartment branding feel similar is to reference the same color palette. From sticking to similar cool tones to incorporating the same accent color, using this element to tie together your marketing materials and the physical space is a no-brainer. But don’t feel limited by the added elements of the interior like the furnishings or the paint color. Instead, you can also pull colors from architectural elements like brick, wood, or metal as a more subtle nod to the space. 

PRO TIP: More often than not interior design’s color palettes will be mostly neutral or subdued colors that work well for painted walls. Consider adding at least one vibrant ‘pop’ color to your palette for drawing attention to important information such as phone number, website URL or specials on signage and other marketing materials.

Incorporating Pattern & Texture

Just like interior design, incorporating different textural elements and various patterns is an important part of creating compelling graphic design. Using only solid colors can cause your apartment branding to fall a little flat. Try picking a single texture or pattern and use it in different sizes, colors, and scales to ground your branding and give everything a put-together feel. From marble or brick to geometric to organic patterns, you can choose almost anything to serve as the common thread between your interiors and your community’s brand identity. 

Including Design Elements

You don’t have to stop at similar colors and patterns. You can also draw inspiration from individual decor or architectural elements in the space itself to create a logo and apartment branding you love. If your space is filled with plants and greenery, for example, you can incorporate leaves or roots into your brand marks. If your space is filled with mid-century modern furnishings, use a retro font to mimic the vintage design. This allows you to blend together your physical space and your marketing presence for a more holistic way to think about your community. 

brand-guide

Working with Experts

Your community’s branding is one of the most important and most visible elements when you’re marketing the property. Instead of trying to DIY a solution, full branding packages are usually best left to the experts. Branding agencies like zipcode creative have worked with dozens of communities to develop branding that stands out in competitive markets. From simply refreshing your logo to work for your remodel to designing a completely new logo for new construction or rebrands, we’ll work with you to bring your vision to life.

Get in touch today to get started!

Example interior design mood board and brand style guidelines showcase the Halston brand by Birchstone Residential in partnership with 1413 Design Studio.

Summer Resident Event Ideas You Can Invite Your Prospects To

Written by Stacey Feeney on . Posted in All Articles, Marketing.

Residents are always down for a good party, and the fresh summer air is already calling!  Events keep the resident engagement vibes flowing and allow everyone to meet the property management crew too.  A full calendar of events doesn’t have to be costly or time consuming.  Better yet, you can shuffle some of the costs from resident retention to marketing when you get your prospects involved.  Prospective residents love to get a sneak preview into the feeling around their new community.  Here’s our juicy list of summer resident event ideas that you can invite your prospects to!

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Pool Party

Whether it’s a big, sparkling-with-the-palm-trees resort pool or the sleek, downtown rooftop plunge variety, pool season starts ASAP and runs all summer.  Pool parties are easy invites because it’s already the place everyone wants to be.  Hire a DJ, or have your team create a playlist.  Cater some appetizers and light eats so it’s easy enough to eat while mingling.  Tropical cocktails are best served in plastic to stick to the pool rules.  An evening party may require a few extra lights or floating candles for sparkle effect. 

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Poolside BBQ

Pools and grills just go together.  Set aside an afternoon and reserve all the grills for the event.  Have your team man the grills to take your service up a notch.  Burgers, hotdogs, chicken, pulled pork…. all easy enough menu varieties to please a crowd.  Have a local brewery bring in some kegs of beer.  Large pitchers of iced tea and lemonades also fit the bill.  Cater some easy sides like creamy potato salad, mac and cheese or cornbread.  Set it all up on a red and white checkered tablescape with picnicware and you’re done!

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Snow Cones by the Pool

A summer treat for every age.  Snag a snow cone machine from a local party rental store.  You can serve the whole rainbow of colors or trim it down to just your community’s branded color scheme.  Invite a whole group of prospects to tour at party time, and end the tour with a snow cone.  They’ll be happy to stay at this summer resident event!

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Ice Cream Social

Retro treats from the ice cream truck are a hit.  Arrange an afternoon where the ice cream truck shows up with all of the frosted goodies.  If you’d rather make the delivery extra special, swing door-to-door with your ice cream push cart.  When prospects see all of your residents enjoying poolside ice cream, they’ll be sure to envision themselves moving in!

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Food Truck Block Party

Block off a big area in front of the clubhouse, or take over some parking spots to host an epic Food Truck Block party.  Schedule 3 or 4 food trucks to show up for an afternoon at your property.  The food trucks will love to turn your residents into customers.  If they are food trucks with a big social following, even better, it will help drive extra traffic to your property.  You’ll want to invite your prospects and show off how much buzz you have at your property.  Tour the prospects and then treat them to lunch while they fill out the application!

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Catered Taco Tuesday & Margaritas

Sure, we can all go out now…. but it’s even better when the food comes to you!  Find the most authentic restaurant in town, and invite them to host a night in your lobby or clubhouse.  Tuesdays are better with tacos.  Extend your leasing hours that night, and invite prospects for a late-night tour & taco. A summer resident event with tacos and margaritas is sure to draw crowds!

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Fourth of July Festival

When we’re lucky enough to have this holiday fall on a weekend (like 2021), extend the festivities and make it a whole weekend-long affair.  Food trucks, BBQ or cookouts are all festive options to consider.  Book a band to perform poolside.  If a prospect rents over the holiday weekend, give them 4 pool guest passes as their move-in promo. It’s a summer resident event turned prospect marketing promotion!

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Picnic on the Lawn

No need to stress with furniture rentals.  Set up a cute Picnic Party on the lawn.  You could do an afternoon event or host just before sunset.  Residents can BYO-Blanket.  Wine and cheese are nice picnic offerings.  Plenty of restaurants will make sandwich/lunch box options to offer a variety to your residents.  Hire a jazz band or string quartet to up the ambiance.  Let your residents invite a guest or two and remind them of your current resident referral offer.  This will expand the eyes on your property and show off the amazing natural environment you have to offer.

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Outdoor Movie Night

Keep those picnic blankets handy, pair them with a projector and you’ve got an outdoor movie night.  Rent a popcorn machine, or assemble some grab and go popcorn beforehand.  Poll your residents a few weeks ahead to see what type of movie they’d be most interested in seeing. Movies in the courtyard, on the lawn or pool deck is a fun way to offer a summer resident event at night!

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Dog Park Playdate

Doggie events are so fun to host.  The dogs will enjoy fancy treats from a bakery, and the pet parents will appreciate early morning coffee and donuts.  Create easy treat bags for residents, and include your branded swag for the prospect versions.  Go through your guest cards and invite the leads with dogs.  They’ll be impressed that you reached out to them on something so personalized.  Maybe they’ll even meet a new friend at the event!

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Beach, Hike, or Local Park Day Meetup

After a year of being inside, residents are dying to get out!  Arrange for a meetup where residents can get to know one another in a smaller setting.  You can break up the group into a few time slots or days.  Send them off with branded water bottles and a picnic lunch – a perfect summer resident event to foster relationships.

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Bicycle Ride to a Brewery Meetup

Biking is better with a destination…. like a brewery!  Reward yourself with a beer and residents can meet a few new faces.  Find a few groups of 10 people who want to head out at staggered times.  Send them with a $100 gift card to the brewery, or call ahead to arrange to cover the first round of drinks.  Prospects will love the chance to meet a few current residents and see some of the local activities.

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Yoga on the Lawn or Rooftop Deck

Hire a yogi to do a summer resident event series.  Sunrise or sunset are unique offerings.  When you have a prospect on the fence about leasing, you can invite them to clear their head and find their focus (and next apt) during your yoga session.

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Donut 5K Run

Coffee at the starting line and donuts at the finish.  Hydrate accordingly!  If your property is big enough, map a course throughout the parking, amenities and wooded areas.  Residents can do a few laps.  You’ll want prizes for the top runners.  Challenge your residents to come out for charity.  If you get 100 runners, donate a certain amount to a charity that fits your property’s mission.

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Last Day of School

Kids are counting down the days to the end of school.  Meet them at the bus stop or front gate with popsicles to kick off their summer.  Moms will definitely appreciate the snack and tell other families how great their community is! It’s little touches like this that keep your residents happy and renewing their leases.

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Field Day

You can set this one up for just the kiddos or get all ages involved.  Residents could sign up as a team or be paired up on the day of.  Have each team wear a certain color.  Set up games like a sack race, cornhole and water balloons.  With games, food and prizes, this is a summer resident event you can’t miss.

How to Promote Your Summer Resident Event

The first step is to ensure your residents are in the loop and coming!  Email blasts, social media posts with graphics and text reminders all help set the stage.  Send save the date and reminder emails so they can’t miss the date.  RSVP’s help if you reeeeeally need the exact count but residents often miss that step.  Don’t make it a barrier to your attendance.     

Now to get the prospects included!  Take a look at your resident calendar and see how you can twist the events to make them prospect friendly as well.  If you’ve noticed touring prospects tend to respond positively to your fitness center, for example, invite them to the hike meetup or yoga session.  Dog owners will be happy to swing by for a pet-friendly event.  Touring prospective residents during resident events always makes a bigger impression.  Since you’re still wooing these prospects, it’s all about the personalization.  Do some personal outreach calls to leads in your pipeline to let them know you’d love to see them at the event.  Once you’ve sent resident eblasts to your property, forward the email to a prospect and personalize it for them and invite them to be your guest at the next event.  This will help boost your follow up and give them a good reason to come back.  Post pictures of all of your fabulous events on your socials and invite prospects to follow you there for an insider’s view. 

Your community works hard to pull off events that your residents will love.  By blending in the prospect component, you’ll be taking the events even further and setting your prospective residents up for a smooth transition into your community….all by attending a fabulous summer resident event!  

Virtual Leasing Tools that are the Top 10 Must-Haves

Written by Stacey Feeney on . Posted in All Articles, Marketing.

Over the past year, the path to leasing an apartment took a major detour.  Most companies had their preferred virtual tools to help move the leasing process along, but the pandemic forced a complete and total shift in the landscape.  Virtual leasing became the exclusive path, and many companies were scrambling to make up for any gaps in their virtual leasing strategy.  Whether you’re looking to sharpen your virtual offerings, or add a new arsenal to your toolkit, this article will help you find the virtual leasing tools that are must-haves for converting leases at your apartment communities.

Top Ten Virtual Leasing Tools

1 USING THE RIGHT CRM – RENT DYNAMICS & RENT TANGO

A quality CRM (Customer Relationship Management) software is one of the most critical virtual leasing tools you can have in marketing.  This is where you house, manage and track all of your incoming leads.  As leads flow in, your leasing team can view and respond to each viable prospect.  The CRM tracks all of your lead management activities and allows for seamless follow up – calls, emails, texts are all performed through the platform.  Advanced platforms will also score leads for you so you spend your time harvesting only the most viable prospects.  As a marketing exec, the CRM is your most trusted ally in tracking marketing spend and ROI.  The reporting shows which leads are converting and which ad sources gave you those critical leases.

Your property management system should offer CMS systems from basic to super savvy.  Top players in the multifamily space include Entrata, ILM Lead Management through RealPage and RentCafe through Yardi.  Rent Dynamics is a newer company in the space with a full suite of CRM products to match the industry vets and worth a try. Rent Tango offers the whole package plus some extras like listing syndication, for marketers, and broker access – a great solution if you’re looking for an all-in-one.  Many of the best CRMs out there don’t stop at the prospect level.  They’ll continue to help you manage communications well after the lease signing on the resident journey.

2 CHATBOTS AS YOUR VIRTUAL ASSISTANTS – KNOCK

Chatbots provide important answers to prospects’ most frequently asked questions. Website visitors ask questions and get immediate responses from the chatbot.  According to Knock’s data, their chatbot answered 96% of prospects’ questions, without even having to bother your leasing staff.  Chatbots also sync with your leasing calendar and allow prospects to schedule real (or virtual) leasing appointments.  This real-time technology turns your website into a 24/7 operation that is able to accommodate prospects at any hour.  Imagine coming into work with a calendar full of appointments and now you just have to convert on the tour. It’s ideal!

Knock is a strong contender to the chatbot game, and they are showing a lot of innovation in their product offerings.  Anyone Home offers unique chatbot services that blend both automated and human interactions.

3 WEBSITE LEASING WIDGET – PERQ

Perq is a leasing widget placed on your existing property website to help drive conversions.  It acts as a chatbot and supercharged guest card all in one.  It asks prospective residents what is most important to them, stores that data and then allows you to email prospects by hitting on those top wish list items.  Instead of prospects wandering through your website narrowing down the floor plans that fits them best, the Perq widget proactively matches them to their next apartment.  Though Perq won’t be your first-touch advertising source, the Perq leasing widget pushes those leads through the funnel.  In a case study that comprised a lease-up and a stabilized property in Tampa, the Perq widget assisted over 38% of leases.

4 RESIDENT REFERRAL TOOL – RENTGRATA

Rentgrata is a sleek resident referral tool that allows prospective residents to speak directly to current residents.  Prospects are matched up on the website and have a chance to ask real questions about living in the community.  Prospects get authentic feedback, which is the gold star when it comes to insider info!  Residents are paid a referral fee if the prospect moves in and appreciate being in a VIP resident base that helps improve resident engagement. Rentgrata’s property management companies average a lead-to-lease conversion rate of over 40 percent

5 VIRTUAL TOUR VIDEOS – REALYNC

When leasing is virtual, video is key.  Realync makes video creation easy, professional and trackable.  Your leasing team is able to create virtual tours of apartments, in minutes, that they can email to prospects.  Pair your personalized video with your property site map to paint the picture of exactly where the prospective resident will call home.  All the videos are stored in the Realync app, and your marketing and leasing team will see which videos are converting and resonating with your audience.  The best videos can be showcased on your website.  Virtual tours, hard-hat tours, videos showing off the neighborhood vibe…all of these are simple to create.  With 1 in 3 prospective residents now preferring virtual tours over in-person tours, you’ll want to seamlessly offer both.

6 SELF-GUIDED TOURS – TOUR24

The easiest way to practice social distancing?  Let prospects take their own self-guided tour!  Companies like Tour24 take the showing completely off your leasing consultant’s plate.  You’ll create the tour path you want prospects to follow.  The prospects are buzzed into the building when it’s time for their tour (with the proper ID of course).  They’ll follow the tour path, and as they hit certain predetermined amenities or vacant / model apartments, they’ll hear, on their phone, your marketing description of each area. 

The self-guided tours help in markets where people have trouble showing up in the traditional office hours…and according to Tour24’s platform of users, approximately 30% of tours happen after hours.

7 PHOTOGRAPHY, RENDERINGS AND VIRTUAL STAGING

Photography and renderings are able to take the place of a traditional showing.  Pro-tip with photography, make sure you have both high-resolution photos for your marketing collateral and smaller web-resolution photo versions ready for easy emailing. If you’re new construction and won’t have photos ready yet, renderings are hyper-realistic and provide a picture-perfect representation of your property. 

New construction, or even an older apartment that may not have the budget for a model, check out virtual staging.  Companies will take the photography you have and add furniture.  The furniture fills in the space to help prospects envision the apartment in a way that that prospects typically can’t with a vacant apartment.  Prices start at $30 an image and give you even better content to feature on your website.  BoxBrownie is a simple, all online, company where you just upload your photo, pick your furnishing style and go!

8 EMAIL MARKETING – HY.LY

Once you have all of these virtual tools in place, you’ll still need a way to proactively reach out to prospects.  Email marketing campaigns are getting smarter by the day.  If a prospect likes your ‘A3’ floor plan and wants to move in the next month, your email marketing can use those data points to accurately showcase the right apartment at the correct time.  Email specialists, like Hy.Ly, use the data in your property management software to send email drip campaigns with personalized content to each prospect.  If you’d rather manage all the emails in house, MailChimp and Constant Contact provide templated options and affordable package options.

9 WEBSITE DESIGN & SEO

Ahhh, the place where you house ALL of your digital assets. You can’t get anywhere without a great website to showcase it all.  Stunning photography, 3D floor plans, SEO-rich copy and all the technology tools should be carefully integrated within your website in a way that represents your brand and directs prospects through the leasing journey.  Website design is integral to both the branding and conversion.  Teams like zipcode creative (custom design) and Results Repeat (the apartment SEO specialists) balance the brand and the functionality to give you a top-notch website that aids your leasing team with every step.

10 VIRTUAL LEASE SIGNING

Now that you’ve converted all of those leads to real life residents, it’s time to make it official.  It’s a nice touch to go over the lease paperwork in person, but it’s not always feasible.  Prospect preferences are changing, and, many times, the client will prefer to read and sign the paperwork on their own time.  Property Management Software (PMS) systems give you the ability to generate the lease and forward to the prospect electronically.  Each leaseholder can sign on their own schedule, and it makes the document management a breeze since it’s all done through your PMS.  Yardi, Real Page and Entrata all have simple lease integration to keep it all paperless.

It’s been a year of adaptability, and marketers are up for the challenge.  The bright side to all of this change, is that there is absolutely no shortage of virtual leasing options and companies to choose from.  The product suite offerings are getting better by the day, and now your hardest job will be selecting the best partners to achieve your company’s goals.